Price is often thought to be synonymous with Value. But profitable, sustainable value comes from deeper Differentiated Value, not based upon price. There is always someone who can bid lower than you, at least temporarily. And, low price usually means low, unsustainable profitability, ROI that undermines your operational effectiveness and ability to adequately support your Brand, disappointing both you and your customers.
And, If all you do is copy the way others operate, then you dilute the effects of your accomplishments. You want your product and service offerings to be associated with your organization or Brand, not others. You want to be seen as a leader and not a follower, or you can easily end up delivering generic products and services, limiting your current and long-term opportunities by reducing your open and close rates, profitability and raising your cost of doing business. Loses all the way around.
​
Done right, differentiation will strengthen your Brand, increase traffic, open and close rates, customer loyalty, advocacy and profits. While Benchmarking can be helpful, copying others solutions rote, to try to get a "quick, easy lift," can be significantly detrimental to your Brand, short term and long term. While you can learn from others, you need to find ways to "own" your deliverables in your consumers' minds, so they consistently choose you over your competition.
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
So, it's not just about getting things done, it's about how you get things done.
