Be Different or be dead

January 12, 2013

Why the ONLY statement must be about what really matters to people

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Why the ONLY statement must be about what really matters to people.

“We are the ONLY ones that .... “ is the claim that will distinguish your organization from everyone else.

It’s not about being better, best, number 1, leading or the top at anything.

It’s about being the ONLY one that does what you do>.

But your ONLY must be relevant (it must address something people care about) and it must be true (you must deliver it consistently, all day, every day)

A local radio station in Vancouver proudly states the following as their ONLY statement.

“CKWX is the ONLY radio station offering traffic and weather every 10 minutes on the 1’s.”

Interpretation: every 10 minutes they update their listeners on local traffic and weather conditions, and they claim that they are the only station that does it.

Let’s test it. Is it true? Yes it is. They deliver updates every 10 minutes as they claim.

Is it relevant? This is where I have an issue. Another radio station in the area provides continuous traffic and weather information. AM730 only provides traffic and weather. They do nothing else.

Why claim uniqueness on something that is clearly inferior to what someone else does?

People who care about getting traffic updates, for example, when they need it wouldn’t value waiting every 10 minutes to get it on CKWX when they can tune in to AM730 and get it instantly.

Make sure your ONLY talks to a capability that you have, a product or service you deliver that really matters to people.

Getting a traffic update every 10 minutes when I can get updates all the time clearly is inferior and lacks the relevance criteria of being a good ONLY.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 1.12.13 at 10:32 am by Roy Osing
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