Better than Better

What can be better than better?

Different is better than better.

Often when we are in a competitive market we try to convince our customers that in some way our product or our delivery is in some way better than the others. It sounds like a plausible and possible strategy, but really it is usually a minor and very much subjective difference. When two products are very much the same, the product becomes a commodity and the only way commodities can compete is on price. The problem with that is it becomes a race to the bottom and that is one race you don’t want to win.

The ipod wasn’t simply better than the Walkman that preceded it, it was notably better. Lighter, faster, more portable but importantly the user didn’t need to carry a whole suitcase of cassettes around, and when streaming became the thing you could listen to virtually any piece of music that had ever been recorded. It was better than better. It was markedly different.

The ipod created a whole new market in which it was the only player. When we make strategic decisions that is really what we are trying to do. Not just create a slightly updated version of what already exists but create something different that provides even better value that is free from competition, at least for a while.

So, the questions for today are:

• Really, how different is your offering to what is already in the marketplace?
• Are you the only player in your corner of the market or are you still competing on price?
• What can you do to make your offering significantly different in a way that has value for your customer?
• How often do you give such things significant creative thought?

If you need any help, reach out

Many successful business owners eventually hit a wall on growth and struggle to climb it alone. When you work with me you get a fresh perspective, a solid plan, and customised coaching so you can grow and scale your business safely and at speed.

To check whether I can help you on that journey https://calendly.com/iankinnery/canweworktogether