It's Good to Be Different -- In Fact, It's Essential

My parents used to try to get me to act just like every one else so I would fit in. Companies today are following the same philosophy. Whether you are talking as an individual or as a company, nothing could be further from what is best for you: Be unique.

Today price-driven economy has everyone falling into a commodity market where no one wins because price competition drives down all profits. To fly above the noise you have to create the unique difference that sets you apart from the competition and places your company in the first position in the minds of your customers. The brand most recognized in any industry outsells positions 2 and 3 combined. People will seek out the first company that comes to mind 99.2% of the time.

With those kinds of statistics you have to spend time thinking creatively to find the differentiators.

Ford Motor Company asked input from the creator of the concept of lateral thinking Edward de Bono. Lateral thinking is a type of structured brainstorming to find the creative ideas that are more on the mark than simple free-form brainstorming. Ford wanted him to suggest some ideas on how to differentiate themselves in the auto industry.

Ford had approached the problem of competing for customers by asking the question, "How can we make our cars more attractive to consumers?" De Bono offered a concept from a completely different direction. He asked the question, "How can we make the whole driving experience better for Ford customers?" He offered the suggestion that Ford should buy up parking lots and garages in all the major city centers and make them available for Ford cars only. What a great unique idea! However, his remarkable idea was too radical for Ford because they saw themselves as a vehicle manufacturer not a car lot owner.

"In times of rapid change, experience can be your worst enemy." J. Paul Getty

How can you take a view of your organization from different angles? What are the ways to position your organization at the top of your customers mind? The more you learn to think ahead of the rest of the industry the more your organization will be the industry leader.