Today’s marketplace is ”a sea of sameness”. Due to too many options available, everything looks and sounds the same. John Golden’s new interview guest is Charlie Tombazian, the president of the innovative strategies at a management consulting firm in Arizona. He will use his broad experience to tell you more about the importance of differentiation for growth and different ways to achieve it.
This interview explores:
- What is differentiation for growth, and why is it crucial for success?
- How to choose the right strategy for your company?
- How will this process change in the future?
What is differentiation for growth, and why is it crucial for success?
In today’s economy, it takes differentiation to grow. ‘’You must go down the path far enough to where your competitors either can’t follow you or won’t follow you. When you are truly differentiated, you’ve gone down that path far enough.” Our brains pick up differences faster and better than sameness, and because of it, smart marketers always use it in their campaigns. The key is to find a differentiating way of expressing who you are as a company or a brand. It is a risky process, and to be successful, it must be a whole company’s effort, because mistakes or failed deliveries are also differentiating and will catch people’s attention. Your team needs to be ready for continuous improvement that it takes, and you need to do things that others will not.
How to choose the right strategy for your company?
The first step is to choose the area where you want to implement differentiation strategies. It can be operational excellence, products, and services leadership, or relationship with customers. To pick the right area, you need to assess what is it that makes your company unique, how good you are at that right now, and what can you and your team do in addition to what you are already doing. Whichever path you choose, the other two need to have value as well, or your competition will defeat you.
How will this process change in the future?
The current situation and changes in the world brought a more humanistic point of view at everything. Even though authenticity and humanness were already very important aspects of marketing and image, in the future it will gain even more meaning.
So, the main question that every company will need to answer is: Are we making the world a better place by what we do?
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.