Differentiating Anything

Greetings.  Business success is all about being different in ways that matter to our customers.  And to do this we must continually strive to understand their changing needs and figure out how to deliver new and unique value in meeting them.  It's an imperative.  And it doesn't matter if we produce a high-technology product or a low-tech service.  But many companies don't seem to get it and, as a result, are forced to slug it out as commodities regularly dropping their prices in the face of competition.  I can't tell you how many times I've been told by senior executives that:  "You just don't understand our business.  It's impossible to be really different than the other firms in our industry."  

Hogwash!  Every business can be different and more meaningful to its customers.

But don't take my word for it.  Simply think about water.  H2O.  The world's most abundant resource.  Then think about how crazy it is that companies get rich by selling us water.  After all, it's everywhere.  It covers three-fourths of the world's surface, falls from the sky, and–if we are lucky enough to have running water–comes into our homes with the twist of a knob.  Yet some clever marketers have figured out how to get us to spend a lot of money on water.  There's bottled water. Natural spring water.  Pure water.  Premium water.  Super-oxygenated water. Designer water.  Sports water.  Water that fizzes.  Water that comes in different flavors.  Water that comes in different colors.  Water from exotic and presumably super-clean places like Fiji.  Water that's loaded with "essential" vitamins and nutrients.  Water that promises to make us smarter.  Water that comes with a 24/7 technical support line.  Water that guarantees to solve our most pressing personal problems.  The only thing they haven't sold us is instant water, because as the comedian Steven Wright once noted, "what do you add to it?"  

So my guess is that if they can differentiate water, you and the geniuses you work with ought to be able to differentiate your company's products and services in new and meaningful ways.  Otherwise, it might be a good time to get into the water business.

We win in business by providing unique value to the customers we choose to serve.  What's really different about your company and its offerings?  And, is it enough to make you stand out from the crowd?  If not, you might need a bit more hydration.   

Cheers!