November 12, 2011

Guest Blog: The ONLY Statement is About Who YOU Are

Here is the second Post by my Guest Blogger, Lorne Armstrong…
I’m sitting in the Red Bird wine and scotch bar in Truro, Nova Scotia enjoying a drink after a delicious meal. Steve and Marlene own the Redbird. Steve tends bar while Marlene is the chef. No one “waits” on the tables; no one is a “server”.
Both Steve and Marlene are gracious hosts who do their best to make everyone feel comfortable in their “home”.
Certainly there are some regulars and you would expect that they would feel comfortable here. But I live in Surrey, B.C. That’s a long way from Truro. I’m here on business and visiting the Redbird for about the 6th time in four trips over the past 18 months.
Both Steve and Marlene know my name, my wife’s name, that I have grandkids, and my preference for red wine and McCallan scotch.
Marlene makes a great meal (don’t’ worry about whether it’s on the menu, if we have the ingredients we’d be happy to make it for you) and Steve is a wealth of information about scotches and wines - where they’re from and how they’re made. He is also a distant relative of Karl Creelman who rode his Redbird bicycle around the world in 1902.
I’m not sure if Marlene and Steve know their ONLY statement but from my point of view,they are the ONLY place I will make sure I visit every time I’m in Truro.
That’s my ONLY statement for them. The ONLY statement goes far beyond marketing. In fact my bias (I don’t have Roy’s marketing background) is that marketing is the bonus in being clear about your ONLY statement. I think it’s essential to know your ONLY statement to ensure you continuously develop your capacity to deliver what ONLY you deliver.
Design the systems, establish the processes, and develop your people with a focus on what distinguishes you from the pack; what separates you from the herd.
The ONLY statement isn’t only about what you say… it’s about who you are.
When it becomes a beacon for your fans, they develop their own ONLY statement that describes who you are for them - the ONLY place I visit every time I’m in Truro.
Who are you for your fans? What is their ONLY statement for you? Live into that!

Lorne Armstrong

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Strategy Creation | Marketing | Serving Customers | Permalink
Posted 11.12.11 at 05:00 am by Roy Osing | Read Comments (0) | Leave a Comment