July 9, 2010
One of my earlier Blog Articles dealt with creating The Only Statement for an organization as a means of declaring it’s distinctiveness. The idea is to get away from aspirational intentions in favor of defining the specific thing that differentiates you from your competition.
Others also speak of the importance of this approach: “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do”—Jerry Garcia, The Grateful Dead is one such well known supporter. In addition, many Marketing Experts such as Seth Godin advocate a short, punchy, clean and crisp way to create a market position. In fact he says that if you can’t spell-out your position in eight words or less you don’t have a position.
My ONLY Statement approach definitely satisfies all requisites for clarity and brevity. And It has definitely caught on.
Here are some organizations that are using it to distinguish themselves from the competitive blur that pervades the marketplace these days. BE DiFFERENT SHOUTS to all of them for their leadership.
“CJSmusic is the ONLY music service in Canada that offers online music lessons and composition services for advertisers, filmmakers, and composers.”
“Squamish Riverjet... Featuring British Columbia’s ONLY Purpose Built adventure Tourism Jet-Boats”
“MUG Solutions... We provide the ONLY solution that permanently stops people from depositing bio-hazard contaminants through manhole covers.”
“Urban Pill is the ONLY city lifestyle guide willing to recommend businesses & activities that match your MOOD ... and offer rewards through natural gaming!”
“BE DiFFERENT or be dead is the ONLY book that offers a practical how to approach to enhance the performance of organizations to ensure they thrive and survive in the long term. The ideas presented here have been tested in the real world and have been successfully implemented across all critical business functions.”
“Queen’s Full-Time MBA is one of the world’s premier MBA programs, renowned for its leading-edge curriculum and innovative approaches to learning. But what really sets it apart is its focus on you. ONLY Queen’s provides personal development coaching to build on your individual strengths, as well as specialized electives tailored to your specific career aspirations, in order to help you achieve the greatest personal and professional growth.”
“ONLY CBS Positioning Campaign focusing on the Company serving YOU. Nice!
“Bruce Allen’s Reality Check: ONLY on CKNW Newstalk 980.”
“Introducing Live Agent ONLY for Business; ONLY from Rogers”
Ms Lube is the first and ONLY all-female automotive service center in North America…”
I encourage you to declare yourself from the ONLY perspective. Give it a try. It’s not easy otherwise everyone would be doing it. But it is worth it.
If you have an ONLY Statement that you want an opinion on or want to share connect with me. I would be pleased to assist in any way that I can.