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Don't Try So Hard to Fit In When You Were Born To Stand Out

Posted by Tony Morse on February 10, 2010 at February 10, 2010 7:27 AM

Why do so many companies say, "we're just like [main competitor]," or, "we do the same thing as [industry leader]," when they know there are important differences between their company and the one they're comparing to? While a point of reference can be helpful, it assumes the audience understands the value they could receive from the other company. That's a dangerous assumption ... and one that positions your competitor first and your company second (at least in your audience's mind).

We have a sign hung in our home near a collection of photos of our kids. It's placed in the stairway they take up their rooms so they see the reminder often. The sign offers advice for our kids but this morning it struck me differently as I considered this blog post:

In the spirit of teaching kids, please take out a piece of paper and a pencil....

1. Draw a line down the center of the page from top to bottom.
2. On the left write three ways your customers'/clients' businesses benefit from capabilities your company offers.
3. Next, on the right side, write three ways your company's product or service is different than your competitors'.
4. Finally, at the top of the page write your company's name and the words "is different."

Take your time; this isn't an easy exercise. Don't make this a one-time event. Just like children grow and change, our companies develop new capabilities and ways to impact our clients' businesses AND new competitors (or those we're compared with) emerge.

How will you introduce your company differently in the future?

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