BE DiFFERENT or be dead Manifesto

The essence of BE DiFFERENT…

— If you’re not DiFFERENT you’re dead, or soon will be
— Stand-out from Best in Class; don’t copy it
— Create a “just about right” Plan and execute it flawlessly
— BE DiFFERENT = Provide VALUE (an experience, meaning to life) that is RELEVANT (something people CARE about) and UNIQUE (something that ONLY you provide)
— The ONLY Statement will separate you from The Faceless Herd: “We are the ONLY ones that….”
— Cut the CRAP that gets in the way of executing
—  Lose the sale but NEVER lose the customer relationship
— Roy’s Rule of Three: Find 3 things that will achieve 80% of what you want to and DO THEM
— SERVE people don’t “service” them
— Plan on the Run = Plan - Execute - Learn - Adjust - Execute - Learn - Adjust…
— Learn about PEOPLE rather than study markets.
— Segment a market until you are nose-to-nose with a HUMAN
— Discover Customer “SECRETS”, needs are not enough
— Create EXPERIENCES for people; don’t flog products
— Service Recovery = Screw someone over + Fix it Fast +++ SURPRISE them with what they DON’T expect
— Kill the DUMB RULES you have that really piss people off
— Hire for Goosebumps
— Leadership = “SERVING” Around
— Create your Strategic Game Plan in just 2 days; EXECUTE it on the 3rd
— Customer Learning = a continuous “intimacy” discovery process
— SURPRISE someone to create loyalty; meeting their needs doesn’t cut it
— Anoint a STRATEGY HAWK to drive the execution of your Game Plan
— Don’t expect people to lavish praise on you when you deliver what you promised. It’s the ante for playing the DAZZLE game
— Leaders micro-manage Customer MOMENTS




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