Roy's Blog: July 2016

July 25, 2016

Your competitive advantage must be more than just hot air

Most companies struggle with defining their competitive advantage claim. What makes them unique; different from their competitors.

They can’t answer the question “Why should I do business with you and NOT your competition?” in a succinct meaningful way.

There are two traps they fall into.

First, they generally speak to the internal capabilities an organization has (what leadership believes are the differentiators) rather than being explicit about how they compare to others in the market. “We provide the highest quality products.”; “Our people are our greatest asset.” They stress technology.

They talk about their size and claim market leadership.

Second, most competitive advantage statements are high level and aspirational in nature. They are not precise and specific enough to communicate how an organization is special among the choices available. “We provide the best value.” “We have been in business for 100 years.” “We offer the lowest prices out there.”

The use of helium filled adjectives often abound. Overused and eye-glazing descriptors like: better, best, top, #1, excellent, great, greatest, lowest, most and so on pervade the advertising airwaves.

A competitive claim must declare the difference between your organization and your competitors AND it must be precise enough so that people can “see” the difference.

You can’t see “greatest” for example and you can’t see “most”. They mean different things to different people.

As the solution, create The ONLY Statement as an element of the Strategic Game Plan:
“We are the ONLY ones that…” is its form.

ONLY must be brief. If it takes you a page of narrative to define your competitive advantage, you don’t have one.

ONLY never includes the “P” word. Claiming a price advantage is a slippery slope as price can be easily copied  and it says nothing about value provided. “The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about. “ – Seth Godin

A couple of ONLY examples.

“We provide the ONLY solution that permanently stops people from depositing biohazard contaminants through manhole covers”— MUG Solutions, Vancouver

“St John Ambulance is the ONLY provider of First Aid, Health & Safety Solutions Anytime, Anywhere”— St John Ambulance, Vancouver

Test ONLY with your customers to ensure it addresses something they care about, and you consistently demonstrate 24/7. The ONLY Statement works. It can be observed. It can be measured. People get it.

Start your ONLY journey today.

It’s the source of your competitive advantage claim.


Check out my BE DiFFERENT or be dead Book Series

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  • Posted 7.25.16 at 04:34 am by Roy Osing
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July 18, 2016

15 actions that create successful competitive differentiation

Successful competitive differentiation doesn’t happen at the 50,000’ level; separating yourself from your competition “in the clouds” is aspirational at best.

It makes you feel good to have the objective, but little happens to turn it into a reality.

Why is successful competitive differentiation difficult to achieve?

Attention and focus need to be applied to the detailed specific performance drivers of differentiation.

The aspiration is easy, but if you don’t bear down on the detailed elements that in harmony produce a believable differentiation claim, you will merely have a “wish and a prayer” that will never happen.

These action items will successfully differentiate you from your competition.

Create the strategic context to define what your competitive claim should “look like” and the organization capabilities that should be given priority.

Create your ONLY statement to answer the question “Why should I do business with you and not your competitors?”

Avoid perfection; trying to get your competitive claim “exactly right”. Pour your soul into execution; learn and refine it as you go.

Have a direct line of sight between all employees and your differentiation strategy to ensure each individual knows their role in execution.

Repel mass anything. The herd believes in mass marketing. Sustainable differentiation is the result of focusing on individuals and not mass markets.

Go for premium prices. Provide remarkable value to command higher prices than your competition. Low prices = low value = commodity = no differentiation.

Resist copying. Copying “the best” is a non-starter for differentiation. You may get operational improvements from copying but you will NEVER stand-out strategically.

Align internal “systems”. Internal infrastructure - policies, compensation, service strategy, reward programs, IT, web and social media - must all work together to deliver your differentiation claim. Inconsistency in delivery renders your claim not believable.

Cultivate leaders ask “How can I help?” rather than “Do this!” as the vehicle to clear roadblocks and enable execution. Successful differentiation = servant leadership. Period.

Shed the impulse to control everything. Empower people; trust customers (eliminate policies intended to control the dishonest few).

Surprise customers with what they DON’T expect. This shows you care about delighting them and is a bold move to move away from the commoners.

Think tops down; let growth targets drive the essence of your differentiation strategy. The more bold the growth goals, the more aggressive and creative your strategy.

Cast off the notion of customer service in favour of serving them. You service computers; you serve people. Subordinating your organization to the client leads treating your customers in an exemplary way which cannot be easily replicated by competitors.

Hire for goosebumps. Recruit people based on their proven ability and innate desire to serve others. Their stories are heartwarming and emotional and give you goosebumps. Goosebumps = a human organization = competitive advantage.

Renew your strategy annually. Successful differentiation today is quickly erased by the actions of an aggressive competitor.

If you are diligent in creating an organization capable of implementing this action plan, you will not only successfully differentiate yourself TODAY, you will also sustain in for the long term.

It’s not rocket science; just hard work.


Check out my BE DiFFERENT or be dead Book Series

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  • Posted 7.18.16 at 05:01 am by Roy Osing
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July 4, 2016

Why should we immediately stop copying best practices?

Let’s change the conversation in business.

Seriously, aren’t you getting tired of the conversation around best practices?

When you copy someone or something, you relegate yourself.

You are “sucking up” to an organization or individual defined (by someone presumed to be THE thought leader) to be the essence of what you should aspire to.

Which means you roll over, put your “paws in the air” and subsume yourself to someone else.


It’s time you stepped forward to separate yourself from the crowd.

You owe it to yourself and those around you to be different than everyone else.

The world is becoming a home for best practice addicts and as a result it’s boring and benign.

Few organizations stand out. Few are special. Being remarkable isn’t a strategy on the radar of most.

Don’t cave to “expert” pundits who are doing a dis-service to us all.

Ask the question “What can we do to stand-out from the crowd?” and be silent on “How can we emulate best in class?” to fit in with herd.

Ask not “How does this conform to best practices?” But “How does this make us stand out and be special?”.


Check out my BE DiFFERENT or be dead Book Series

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  • Posted 7.4.16 at 05:53 am by Roy Osing
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