Find a difference and leverage it


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The world does not need another Wal-Mart. In truth it would not have needed Wal-Mart if Kmart had executed. Too many companies try to emulate a leader or compete head on in a market. Unless the leader has slipped, this is a risky strategy because you are not filling a need. Southwest Airlines is different from the other airlines. You can like them or not like them, but there is no question they are different.

The L.A. Times recently published an article noting that some coffee houses are specializing in NOT providing WiFi services. In other words if you want a quiet place to relax, not a “third place” or a remote office, they are the place for you … assuming you are a coffee drinker. Starbucks offers free WiFi and a “third place.” If that is what you want, they are tough to compete against. Why would you try? Why not offer something different?

What is your point of distinction? Without one, you are just going to sell on price until you can’t make any money.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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