Skip to main content

Differentiate or Die

I just finished reading a pretty interesting book titled, “The Experience Economy” written by Joseph Pine and James Gilmore. In it, they describe how a company, in order to be successful in the market, will have to change from supplying commodities, to go above supplying goods and beyond offering a service to staging an “experience.” Lots of good “how-tos” but the one underlining theme they really are talking about and what I have chanted often in my product marketing and sales career is: you need to Differentiate or Die. Part of parcel of this differentiation comes from that belief that business is theater, and in order to keep customers, you need to keep them entertained.

In Business School, when you are forced to take statistics, the focus is on the Central Mean Theorem, or finding the average of a large population. This unfortunately has been transferred into the marketing strategies of most large and mid-sized companies. As a “safe” strategy, this might seem like a good idea, but I can list countless American retail institutions (Ames, Bradlees, Service Merchandise) that followed a “me-too” approach, and eventually lost that cache that made them successful to begin with.

One of the very good concepts of this books was something called “mass customization.” This concept is essentially how you can make each customer feel like you are offering a service just for him or her. Talk about a differentiated service? Anyway, just remember, if your product or service is not differentiated, it is just white noise.


Bijoy Goswami said…
This is exactly the focus of the new Bootstrap Experience Subgroup: - and a dialogue around Austin as an "Experience City" is also gathering momentum.
Profit Profit said…
Thank you Bijoy for the comment! I like the fact that Austin's BIG differentiators are in its EXPERIENCE!

Popular posts from this blog

Myers-Briggs and Social Media

If you have been working for any amount of time, you have most likely have taken the Myer-Briggs personality indicators (introvert v. extrovert; sensing v. intuition; thinking v feeling; and perceiving v. judging).  Here is an infographic created my mbti that has been broken into five sections.  It is pretty informative and goes on to show what types of indicators prefer which types of social media.
Myers-Briggs Type

The about graphic describes the various characteristics of the Myers-Briggs personality types and how they would be inclined to use social media. There are 4 types that can combined to create 16 "personalities." To enlarge picture, just click on the image.
 Do You Use Facebook
This is an graphic on how your particular personality type would use Facebook. It seems like extraverts and intuitive individuals prefer using Facebook.
Social Media Use at Work
This graphic explores how different types use social media and the web at work and their predisposition to share i…

Lupercalia and St. Valentine's Day

OK, I just could not resist this: Romance, sex, orgies, wolves, and martyrdom all under one legend. Oh my, what a day we have!!! We might celebrate romance and sweethearts on this day, but boy, the Romans really knew how to party. While history is fun, it is also interesting to know how some things never change (like falling in love and celebrating it!). Happy St. Valentine’s and Lupercalia. May you celebrate it at your heart’s content with someone who has stolen or whom you have given your heart away!  Lupercalia is uniquely Roman. It harkens back to the days when Rome was nothing more than a few shepherds living on a hill known as Palantine and was surrounded by wilderness teeming with wolves. The name comes from lupus, or the latin form of wolf, that celebrates the founding of Rome by Romulus and Remus (as they were suckled by a she-wolf). 
Another thought is that Lupercus, protector of flocks against wolves, is a likely candidate for the name. In any case, there is no question abou…

Men v. Boys

I have been reading a lot of articles of late about relationships and seeing some that put men into groups without understanding that men are NOT all alike.  By lumping all men together, the concept of being a gentleman does not come into play. Women, and people in general, have to realize that there are men of character, culture and grace, and then there are boys.  Boys are men who have chosen not to grow up and become wise in the ways of civility, charm, and substance. This post highlights the differences between men and boys.  Ladies, which are you dating? Men, whom are you?