Let’s Talk Distinction…not Extinction!

When I work with clients on strategic planning they often tell me that beating their competition to market with new products, improving service, or grabbing market share is of greatest importance. To that end, I tell them, “we can design a plan to do that, however, do you want to be different or do you want to be distinct?” With a puzzled look, they often ask, “what is the difference?” To me differentiation is easy to copy, distinction is not. If you do something different from your competitors, it is ofen easy for then to copy you. The pursuit of differentiation can be a game of ‘I catch you, you catch me’. In the meantime other competitors can be using their enery to innovate in new ways. In the book The Collapse of Distinction, Scott McKain proposes that organizations need to not only be different, but they need to be distinct in the eyes of their current and potential customers. Think about your favorite diner with casual and friendly wait staff, unique décor, dishes with the right amount of spice, and a roving owner with a personality larger than life. You might say to yourself…”there is just no place like this in the world!” It is not that you can’t dine at other places with great food for the same price. However, you have a strange attraction to the place; in your eyes they are distinct, worthy of your continued business. Think about how your business can build distinction. You might need to ask your customers. They will tell you. If you listen well and are not afriad to make some changes, you can create distinction in the eyes of your customers and the marketplace.