Because of the effects of globalisation, technology and deregulation, these days we live in the Surplus Society, which has a surplus of similar businesses, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, selling in similar ways with similar prices and with a similar service standard.
 
How can anyone caught up in this similarity trap rise above the pack and stand out in the minds and hearts of the consumer?
 
Now it's time to think about how you can be distinctive in the minds and hearts of your marketplace. As Tom Peters said of the early '90s (and it's more true of today than then), 'be distinct or become extinct'.
 
Look, when you boil it all down, there are only two ways to compete for business: you can compete on price or you can differentiate on value. The acid test for differentiation is this: are your customers prepared to pay a price premium for what you sell?
 
To differentiate yourself means finding a niche in the marketplace where you can become a leader rather than a follower. 

Consider these possibilities: 

When You Are: 

* The biggest 

* The most reliable 

* The most responsive 

* The first to break new ground 

* The most creative 

* The most adaptable 

* The most committed 

* The most exclusive 

* The best technical expertise 

* The lowest price

* The best value 

You Are: 

* The market leader 

* The quality leader 

* The service leader 

* The technology leader 

* The innovation leader 

* The flexibility leader 

* The relationship leader 

* The prestige leader 

* The knowledge leader 

* The bargain leader 

* The value leader 

Go on, if you had to pick just one of the above 11 choices, which would it be?

 
And now for some questions that will help clarify the differentiation issue for you:
 
* What existing products or services can we revitalise to better meet our changing customer needs?
 
* What alterations are required to business processes, systems and resources?
 

* What new services and products can we develop to improve our competitiveness and distinctness?

7-Day Operation “E-Neg” – how did you do?

Ok, c’mon … confession time. How did you go with last month’s 7-day challenge in your business or home?

Not sure what I’m referring to?

Then go back and read the last Your Business article "Will your business do well in tough times."

I wonder, are you game enough to drop me a line and let me know how you went?

Send your comments to e-neg@rightteam.com.au