Camel's Milk Considerations

Recently, I was in the United Arab Emirates having breakfast at a buffet. I normally have mixed feelings about buffets - but one thing I enjoy is the opportunity to sample new foods at "no additional cost".

On this day, I was surprised by an offering of "camel's milk".  Next to the dispenser, there was a card listing the attributes of the novel milk product - including the nutrients and other data.  So, I couldn't help but try it out.

Was camel's milk better?

Well, first, let's define "better".  Yes, there was a long list of comparative data between camel and cow - mostly favoring the camel's milk (according to the biased Arab country/hotel).  Then there was the taste factor - actually tasted pretty good.  "Stronger" (different than I'm used to as an American), but not distasteful. I didn't have to pay any extra for it, so that wasn't an issue.  I didn't have to go to any additional effort to drink the "new" milk - it was next to the other types of milk.

Apparently, "is it better?" isn't such a simple question after all.


The formula for determining the value of anything is this:
The Promise (expectation) must be less than the Experience (The combination of: 
the Person delivering the service,
the Place the service is delivered,
the Process of the service delivery, and
the Product/Service itself.

And this experience must be be greater than the Price to the customer (the true cost is the cumulative total of the money, time, and effort required of the customer in obtaining the experience.)

All in all, at the buffet, I'm happy to select camel's milk - as long as it doesn't cost me more.

The bottom line: If I have to actually pay extra (in any way), the difference may not be "better" enough for me to change my choice (and buying behaviors).

A lesson for any of us wanting to create a "different AND better" competitive edge for our customers.

Think about it.  But more importantly, do something about it...today!

Are You Being Unreasonable?

Being "unreasonable" typically is seen as a negative thing. Literally "not being able to be reasoned with" should be seen as a weakness, right? Out of the mainstream? Inappropriate?

So...what about all those leaders who ushered in breakthrough movements? People like the Wright brothers, who invented powered flight - against everyone else's ridicule? Or like Thomas Edison, who dared to insist on electrically-powered light/machines in homes everywhere? Or Steve Jobs? Wasn't it "unreasonable" to try and launch a personal computer that used "real" fonts and was focused on ease of use? (Not to mention challenging the music industry with iPods, or the mobile phone industry with iPhones, or the tablet market with the iPad...)

Is it possible that the only time significant breakthroughs occur is when some FINALLY takes a stand and becomes "unreasonable"?

There's a great quote by George Bernard Shaw: "Reasonable people adapt themselves to the world. Unreasonable people attempt to adapt the world to themselves. All progress, therefore, depends on unreasonable people".

Consider your dreams - the new breakthrough vision of the future (in whatever arena, big or small) and ask "Am I passionate about my idea enough to be seen as "unreasonable" in the minds of all the myopic "keep with the safe way we've always done it" people that surround me?" If not, I challenge you to find an idea that you ARE passionate enough to risk unabashedly launching it into this world. You deserve the legacy you create on purpose - but it requires you bringing something new, different and better to life.

Think about it. But more importantly do something about it...today!

Identifying Your Golden Goose

Do you find yourself in a sea of competition - struggling to identify a clear-cut differentiator that can help you establish a competitive edge?

Most people make the mistake of simply working harder at the same things that the competition is working hard at. Everyone continues slogging along - never really making any real progress.

The better option? Here's a quick three-step activity that will reveal what you need to know:

1. Make a list of all the things that you offer that your customers value.

2. Cross out all those entries on your list that your competition can copy (unless it is a proprietary trade secret or patent, they will copy it...and it cannot be a differentiator)

3. The remainder is what makes you unique. That is your goose that lays the golden egg. That is what sets you apart. That is what you must nurture at all costs! (Tip: Most of the time, true differentiators are relationship based. Having a special connection with a customer is typically something a competitor can't touch until you lose it. Yes, it is yours to lose...)

Think about it. But more importantly, do something about it...today!

Create a Win-Win-WIN!

Many of us have heard the phrase "Make it a Win-Win". Simply said, it means "don't agree to anything with someone unless it benefits you both." This approach supports a fair, healthy long-term interactive relationship - as opposed to a one-time only transaction. It's a good place to start, but not the most effective approach to optimizing your relationships. What is even better?

Creating a Win-Win-WIN!

Not only should you focus on benefiting you and your direct business collaborator, but also consider how the ultimate "customers" benefit - your customer, the collaborator's customer, the cause you are working towards, etc. If you both are fully committed to ensuring that ALL people benefit as the agreement radiates out, then you can be sure that it will likely grow/build momentum rather than be a one-time deal. The ultimate goal in business (and in Life!) is to create something of value that is both sustainable and develops perpetual motion (a "life of it's own") that continues adding value to everyone involved.

That's a legacy worth working for.

So...what are you doing that is different and better - for not just you and your immediate colleagues, but for all the "customers" you exist to serve? Create a compelling reason for people to prefer you and your product/services (by adding superior value in exchange for their money, time, and effort) and they will become loyal to you...and want to participate in "spreading the gospel" of your shared cause.

Think about it. But more importantly, do something about it...today!

Are You More-dinary?

In an effort to be more competitive, some people make the mistake of trying to simply provide more of the product/service they (and their competitors) deliver. Lazy thinking that is a big mistake. Merely providing more is related to manipulating the price. In the end, you make your offerings a commodity - a path that only drags down profits... and, ultimately your business.

This just makes you "more-dinary". Boring AND unhealthy. The cure? Constantly strive to be different and better. That ALWAYS differentiates you from the competition - often allowing you to charge a premium (making you interesting to your customers AND resulting in a healthy bottom line! What a bonus!)

Discover the deeper reason your customers desire your industry's product/service, assess what/how you and your competition is delivering those things, and then focus on what you can do to be different and better in the minds/hearts of your customers. Then execute soon and well. Repeat. Often.

The competition will always try to copy success. Your job is to 1. Stay engaged with your customers - both external and internal (employees), and 2. keep becoming different and better. To stay relevant and thrive in your business - no matter what it is - ANYthing is better than settling for "more-dinary". Instead, choose to be extraordinary!

Think about it. But more importantly, do something about it...today!

Be Unique Or Die

Here is a CRITICAL consideration: How are you different and better than your competition? If you're not, then you will become irrelevant...and out of business.

Think of it this way, when your customers are deciding about getting a product or service you happen to provide, they will think of all the options available to them. When considering you AND your competition, they will compare the true cost to them (money, time, and effort) to the product or service (the "thing" as well as the entire experience) they are purchasing - and judge it all based on what THEY value.

There are several options:

1. What you offer is less than one of your competitors, and you lose the sale. You eventually go out of business.
2. Your experience is the same as your competitor(s), so it becomes all about price. Your product/service just became a commodity and you follow the inevitable price war down - and you eventually go out of business.
3. What you offer is different/better than your competition and you earn the sale.

Obviously, the best option is the third one. However, being unique does not guarantee long-term success. You must consider two more things:

• Your competition can copy just about anything (marketing, product, environment, processes - they can even reverse-engineer your product), but they cannot replicate the relationship you/your employees have with them. Once you earn loyalty, it is nearly impossible for your competitor to "steal" them away.
• You must continuously improve everything about your customer's experience. This includes your relationship with each customer.

The most important thing you can do is to establish what your customers really want then consistently deliver it while exceeding their expectations (being unique/different.) Spend some time with your team focusing on implementing different/better/unique and you will be amazed at how you will start to gain marketshare.

Think about it. But more importantly, do something about it...today!

Guaranteed Breakthrough

Ever notice that sometimes, even in the midst of a long-term improvement effort, you hit a phase where things seem to stall? Sometimes we get so caught up in achieving a specified goal that we miss the real opportunity - AND the meaningful breakthrough. Consider this catalyst to shake things up:

Rather than continuing to fixate on your pre-determined, measurable outcome - take some time revisit why you are making the effort and then (perhaps) shift to different options that will make it better.

The key here is (re?)discovering what your CUSTOMERS think is "different" & "better".

• Different: What is your competition doing? What are they not doing? Is your brand (personality of your company) distinctive? Is the customer experience unlike anything else in your industry?
• Better: What does your customer value in regard to your industry's product/service? Speed? Dependability? Quality? Why does your product/service even exist? Improve in that area, and you will gain a competitive edge.

Too often, organizations get so caught up in delivering action items and tactical plans, that they fail to stay engaged with the more relevant perspective.

Bottom line - becoming different & better, as defined by your customers, will always be an improvement (always!), and will draw the attention you need to eventually move your business (and you!) to the top.

Think about it. But more importantly, do something about it...today!