May 12, 2011
To NOT have competitive position that resonates with people looking for an organization that is distinctive:
Say you’re better
Say you’re the best
Say you’re excellent
Say you’re exceptional
Say you’re number One
Say you’re in the top three
Say you’ve been around for 100 yrs.
Say you’ve got the lowest
Say you’ve got the most
Say you’ve got more
Say you’re the fastest
Say you’ve got the most comprehensive
Say you’ve got the most complete
Say you’ve got the biggest
Say that you’re ahead
The herd says these things when trying to distinguish themselves from others.
Doesn’t work. Aspirational claims like these don’t mean anything. Not specific enough. Can’t be interpreted into meaningful action by anyone. BUT it makes the herd feel good.
True competitive advantage comes from being both RELEVANT (satisfying a want or desire that people really care about) and UNIQUE (something that you do that no one else does).
You need to be the ONLY one that does what you do. The ONLY Statement does it.
“We are the ONLY ones that…..”
Spend time building your ONLY. Leave aspirational thinking aside. If you can’t be the ONLY you don’t have a competitive position.
Check out my BE DiFFERENT or be dead Book Series
- Posted 5.12.11 at 10:53 am by Roy Osing
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