Roy's Blog

February 3, 2010

HOW will you compete and WIN?

Traditional business planning methods have issues; they’re all screwed up

The first two questions you have to answer in the Strategic Game Plan creation process:
- HOW BIG do you want to be? - your growth and financial goals
- WHO do you want to SERVE? - the few customer groups you want to focus on and which will deliver your HOW BIG goals

This is the third critical question. The answer HOW to WIN drives a stake in the ground in terms of how you will differentiate yourself from your competitors and beat them handily.

And it follows the WHO to SERVE question. You are looking for uniqueness relative to the customer groups you have chosen to target and not the market generally.

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This is very important. If you have chosen customer groups ‘A’ and ‘B’ for example, then you will be trying to differentiate yourself from others vying for the attention of these two groups specifically. You will be searching for ways of delivering what these two groups want in a more compelling and special way than anyone else attempting to do the same thing.

Answering the HOW to WIN question involves in-depth competitor analysis: Who are they; what are their strategies? How do they differentiate? What is their value proposition?

As a practical way of determining your competitive position, I suggest creating The ONLY Statement for your organization.

“We are the only ones that…” will separate you from the herd! 

This is not a task for the faint-of-heart. Engage your team in the task. It involves looking at every nook and cranny in your organization for opportunities to separate yourselves from the pack - brand, service, product, product support, and how you leverage technology are some examples of where you can look.

Here’s an example:
“We are the ONLY team that provides integrated safety solutions that go beyond the needs of our customers ANYTIME, ANYWHERE. We are committed to grow our customer’s business. We ONLY serve safety.”

A client’s feedback: “Roy guided us to create our ONLY Statement that clearly defines our unique competitive position. As well, he gave us his invaluable insight and ideas on how we can quickly grow our business. Roy is remarkable! His approach is engaging and practical, and leverages his rich and varied experience in leading organizations for over 30 years. I was amazed that we were able to achieve so much progress in so little time. If you want to move your organization quickly to a new level, call Roy NOW.” — Nancy MacKay, PhD CEO, MacKay CEO Forums, North Vancouver, BC

Cheers, Roy

Check out my BE DiFFERENT or be dead Book Series

Other Strategic Game Plan articles you might like…
HOW BIG do you wasn’t to be?
WHO do you want to SERVE?
HOW do you intend to compete and WIN?

  • Posted 2.3.10 at 01:53 pm by Roy Osing
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