January 30, 2012
I know that Benchmarking is viewed as a necessary process for most organizations. But I have a major issue with it.
Beware of these 3 things:
1. It’s copying. It doesn’t make you special. It may help you improve your position in The Herd, but it does nothing to help you Stand-out from The Herd. Copying is the enemy of BE DiFFERENT. if The Herd goes East, go West. If The Herd says Black, say White.
2. It keeps you in The Herd. Best of Breed is still in The Herd. An imprint of the #1 Herd Member still keeps you with your ‘Sameness brethren’. The Herd is not your friend. You need to break away from it, not find consolation in it’s attributes.
3. It robs you of your individuality. Benchmarking forces you to conform. Forces you to BE SaME. Forces you to capitulate to the leader of The Herd. What’s your problem? Can’t think for yourself?
YOU owe it to yourself to express your uniqueness. The Herd is common. Invisible. Ignored.
Express yourself. Distance yourself. BE YOU!
It’s ok to observe what The Herd is doing and adopting from the Best what might improve your performance. It’s quite another thing to assume that copying them will help you win the competitive battle.
Winning is about Standing-out not Fitting-in.
Look at The Herd.
Go a DiFFERENT way.