September 2012

Stand Out and Deliver

What is it about you and your business that stands out?

Most of us “know” that it is important to differentiate ourselves from the competition to create a competitive advantage- and yet in the activity of handling our day to day workload (and given the fact that we’re often “too close” to our own work to see it clearly), we often fail to really clarify, for ourselves and certainly our potential clients, what separates us from the pack. We fail to powerfully address the question, “Why work with/ buy from US (versus “them”)?”

Consider that there is a flow of resources, whether money, prospective clients or anything else. That is, picture what you want as being like a river, and what you want to build is a gate/ semi-dam structure that diverts some of that flow to you. Differentiation is that gate. What is it that would have potential clients flow naturally to you?

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Are You Boring?

Are you a rock star?

Are you a professional athlete?

Are you in the Special Forces?

If you answered “no” to those questions, which you probably did, I have news for you.  Your job is boring.  That’s right.  Nobody is really excited about what you do for a living.   Did you ever see somebody interviewed on a late night talk show to discuss whole vs. term life insurance?  Do they discuss marketing and branding for small to medium sized companies?  Does Page Six in the NY Post show photos of tech support people getting coffee and pushing their kids in a stroller?  The answer to those questions is “no”.

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