https://youtu.be/IPYeCltXpxw
By Stacey Miller – Would you agree that it’s harder than it’s ever been to truly differentiate your company? Whatever it is that makes you different, it seems your competitors now say the same thing about themselves? And your prospects view you as looking just like everyone else?
Yes, we have noticed as well. And when end-users can’t figure out what sets you apart, they fall back to price, and none of us are interested in the “race to the bottom” for our business or our industry.
So how is it that some companies manage to stand out year after year in an industry that has become commoditized? The companies consistently showing growth even in commoditized markets don’t win because of what they offer. No, they win because of how and why they offer it. What is your purpose or belief? Why does your organization exist?
I have given this a tremendous amount of thought lately. I was reminded of the TED Talk by Simon Sinek. In his 5 minute presentation below, he illustrates that people don’t buy what you do, they buy why you do it. Probably the greatest example he provides, is Apple. Why is it that year after year Apple is more innovative than all its competitors? Is it because their computers or phones have the best features? Simon thinks not. It’s because they communicate that they challenge the status quo. People that relate to this concept and feel that they too like to challenge the status quo are attracted like magnets to Apple! I encourage you to take the time to watch his TED Talk:
