In the current hypercompetitive business landscape, achieving distinction—standing out from the crowd—is no longer an option; it’s a necessity. Amid a vast sea of similar products, services, or even institutions, the ones that emerge as leaders are those that manage to create a unique identity, a distinct image that sets them apart from their competition.
As you may know, I am a part of the “In Residence” faculty at High Point University – and the President, Dr. Nido Qubein, has been a close personal friend for many years. It’s one of the great joys in my career and life to contribute to the growth of the students and participate in some of the activities of the Business School as well as other aspects of this incredible institution of higher learning.
So, in our pursuit of understanding the art of creating distinction, let’s consider High Point University as a highly illustrative case study.
Over the past few years, HPU has experienced remarkable growth, not just in student enrollment but also in academic reputation, infrastructure development, and community engagement. Their secret? Dr. Qubein and his team recognized the need to create distinction, and more important, they acted on it.
In a saturated education sector, HPU chose to place an emphasis on holistic development (they are called “The Premier Life Skills University”) and experiential learning. Their mission was not just to be a place for acquiring knowledge but to become an institution that prepares students for life.
HPU did not simply aim to graduate students; they aimed to produce “life-ready leaders.” This forward-thinking, student-focused approach created a strong, unique brand image for HPU that resonated deeply with its target audience: students and their parents seeking a comprehensive, growth-oriented educational experience. HPU does not shy away from proclaiming that they are a “God, Family, Country” institution. They are clear about their mission and values – and Clarity is the first of the Four Cornerstones of Distinction that I discuss in my books, “ICONIC” and “Create Distinction.”
Moreover, HPU understood the value of authentic engagement with its community. From partnerships with local businesses to investment in community projects, HPU demonstrated that they were not just in High Point, but they were a part of High Point. This strategy not only enhanced their reputation but also differentiated them from competitors who may not invest similarly in community engagement. Also, this engagement with the community serves as an important teaching tool to demonstrate to all students the importance of “giving back” as an essential element in a successful life.
Additionally, HPU embraced the digital age, adopting innovative technologies and fostering a tech-forward learning environment. This transformation allowed them to keep pace with contemporary educational needs and stand out among traditional educational institutions. This has also helped lead to the establishment of many new academic schools within the university, such as the School of Law, School of Optometry, School of Nursing, and School of Entrepreneurship. This is all part of a $400 million expansion project that Dr. Qubein announced.
The case of High Point University underscores two key points.
Your distinction must spring from value integration – in this case, HPU offered a unique, holistic educational experience, built community relationships, and embraced technology. All of these became part of HPU’s DNA. (Note: it is value integration, not “value added.” Something added can easily be subtracted. When your values are integrated into your everyday activities, they are almost impossible to be eliminated.)
Second, distinction is built on authenticity. HPU didn’t pursue these strategies simply for appearance’s sake; they were aligned with the university’s mission and values.
We must recognize that in a crowded marketplace, consumers have the luxury of choice. (Think for a moment how many colleges and universities are out there that HPU must compete with to be the choice of students and parents!)
Your organization must strive to be the chosen one. And to be chosen, you must be distinctive.
Creating distinction demands clarity in understanding who you are as an organization, the unique value you offer, and how you can communicate that value effectively. It’s about understanding your audience’s needs and preferences and tailoring your offerings accordingly.
Distinctiveness is not just about being different; it’s about being better in a way that matters to your audience.
High Point University provides a remarkable example of how a clear vision, strategic focus, and commitment to adding value can turn an organization into a distinguished leader in its sector. HPU is an inspiring reminder for all organizations to embrace their uniqueness, integrate value, and create distinction.
Remember, creating distinction is not a one-time act but a continuous process of innovation, evolution, and improvement.
What I Discovered – and How it Impacts You – at the National Speakers Association Convention
I’m returning home from Orlando after attending the National Speakers Association’s 50th annual convention. (I frequently make the joke that it’s a conference with more than 1,000 speakers but no listeners.)
While it was a remarkable experience that allowed me to renew friendships with many of the top content creators and thought leaders worldwide, it also got me to consider a crucial issue: Why should a business owner or leader seek advice and input from someone outside her company?
It can be tempting to think that you have all the answers and that you can handle every aspect of your business on your own. You work in the business every day, and an outsider will never have the level of detailed knowledge of your specific business as you.
However, listening to outside expertise can provide valuable insights and help you make informed decisions that will ultimately strengthen your business. Here are five reasons why an outside consultant, author, or speaker can help you grow your business:
One of the main benefits of listening to outside expertise is that it allows you to gain a fresh perspective on your business. You may be too close to the day-to-day operations of your business, making it difficult to see areas for improvement. An outside coach, consultant, or speaker can bring a new set of eyes and a different perspective, helping you identify areas that you may have overlooked.
Industries are constantly evolving, and it can be challenging to keep up with the latest developments on your own. Outside expertise can help you stay up-to-date with the latest trends and best practices in your industry. An author, consultant, or seminar leader may provide you with valuable insights into what is working and what is not, helping you stay ahead of the competition.
Making better decisions is yet another advantage of seeking out outside knowledge. It is challenging to make choices that will impact the entire company when you are a business leader, as you have many responsibilities. An outside specialist may offer you data-driven insights and recommendations based on best practices in your sector, assisting you in making decisions that are best for your company.
Engaging outside expertise can help you improve your leadership skills. A business coach or mentor can provide you with guidance on how to motivate your team, communicate effectively, and build a positive company culture. They can also help you identify areas where you may be struggling as a leader and provide you with strategies to improve.
Finally, coaches, consultants, and speakers can help you increase your confidence as a business owner. When you work with an outside expert, you can rest assured that you’re getting the best advice and guidance possible. This can give you peace of mind and increase your confidence in running your business successfully.
Outside expertise is essential for building a stronger business. There were many experts at the National Speakers Association convention who could help you gain a fresh perspective, stay up to date with industry trends, make informed decisions, improve your leadership skills, expand your network, and increase your confidence. Don’t hesitate to seek out outside expertise – it could be the key to taking your business to the next level.
And, please remember – if you seek the insight of a consultant or coach, or if your next meeting needs a speaker – I’m here to help you create distinction and deliver an Ultimate Customer Experience.®
Several years ago, a Canadian musician’s $3500 Taylor guitar was severely damaged by baggage handlers from United Airlines. When Dave Carroll couldn’t get the airline to take responsibility for what they had broken, he made a music video that was viewed by millions on YouTube, creating a public relations nightmare for United.
Wikipedia reports, “It was widely reported that within four weeks of the video being posted online, United Airlines’ stock price fell 10%, costing stockholders about $180 million in value.” (That would’ve bought over 51,000 replacement guitars!)
I bring this up because a couple that lives near us in Las Vegas had a terrifying incident at a local Starbucks. Lauren Weyand writes on Nextdoor:
“5 or 6 teenage kids came in shirtless, shoeless, and screaming profanities at each other…using incredibly vulgar language and pulling all of the food products out of the fridge section with no intention to buy anything. They asked the cashier for large water, one for each of them. Each of them was given water. They were heading out of the store.
My husband saw them line up — waters in hand — and said, ‘Ready, go!’ Before I knew it, I was hit in the head with a water cup. Two large cups of water doused our computers and us. We were startled and overwhelmed by what had happened. The whole store acknowledged the incident and asked us if we were okay. The Starbucks staff said nothing and started mopping up the mess. Nobody contacted the police or managers to ask for help with the situation that had just occurred.”
Weyand continues that she and her husband later returned to Starbucks to speak to the manager about what had happened. They were told they could not have video of the incident, and no police report had been filed because an employee got tired of waiting for the police to answer the phone, so they hung up and didn’t try again. The manager then led them to the door and told them more information would be forthcoming.
Look, we could turn this issue into a political or generational topic and press hot buttons all day long. Let’s not – that isn’t what this commentary is about.
At the current point, the Weyands must buy two new laptop computers, as neither of the ones they were using at Starbucks is now working because of the water damage. The Starbucks helpline – using the term “help” a bit loosely here – told them the case was closed and had been resolved, even though nothing was truly handled. From Weyand’s perspective, Starbucks has chosen the profane, shirtless troublemakers who threw water in their store over two loyal customers.
When I contacted Lauren Weyand, she confirmed that Starbucks remains silent – which she understandably perceives as a lack of concern and commitment for their customers.
In the frequently negative world of social media, some are questioning if Starbucks has any liability in this matter. I’m not a lawyer, so I don’t know the correct answer – but the important issue is that we should care less about liability and be more concerned about the customer experience.
What did United do in the wake of the PR disaster over the music video, “United Breaks Guitars”? As I relate in my new book, “The Ultimate Customer Experience,®” they licensed the video from Carroll to use in their training curriculum. They’ve hired him to speak at meetings for them to emphasize the importance of the customer experience.
And United’s share price has gone from $3.25 when Carroll’s video was the hottest thing on YouTube to closing today at $53.34! That’s what happens when you listen to your customers, learn from your mistakes, set things straight with those you have wronged, and focus on the Ultimate Customer Experience!
Starbucks may save a couple of grand by staying silent and not offering the Weyands replacement laptops, hoping they’ll just give in and give up. But just like United discovered how they could be “penny wise and pound foolish,” we’ve seen from experience that ANY business, no matter their size, can get on the wrong side of the public and lose millions when basic empathy and concern for the customer is ignored.
Every customer has a right to presume they aren’t going to have water thrown at them and have their computers ruined because they chose to do business with you.
So, what should Starbucks do? I’d suggest the minimum is that they apologize, replace the laptops, and provide the Weyands with a couple of gift cards with handsome amounts attached.
(They might also increase security so that shirtless, shoeless individuals can’t enter their stores in violation of health ordinances…and provide the store’s video to the police so they can press charges.)
Starbucks should learn from its mistake. Because they didn’t get it right, they should take advantage of the opportunity to make it right. If they fail, they may discover more people than a nice couple here in Vegas who are beginning to question if it’s worth a trip to get coffee from them, as opposed to their competition, if the experience is going to be so inferior – even problematic.
(Full disclosure: I’ve had the privilege of working with United and consider their Chief Customer Officer, Linda Jojo, a friend.)
The Ultimate Customer Experience® book is now available – get yours today!
In my first business book, “ALL Business is Show Business,” I wrote about the importance of emotion in creating and delivering the Ultimate Customer Experience.®
Emotions are powerful drivers of behavior–and they have been since the beginning of time. It seems that we’re hardwired to feel certain ways when we encounter certain stimuli: we feel happy when we see beauty; we become sad when someone close passes away; angry when someone does something unfair or wrong; and fear activates our fight-or-flight response when faced with danger.
When you think about it, emotions are what causes customers to fall in love with your product or service — and emotions keep them coming back time and again.
Emotions drive people to share their experiences with others, which will grow your business by increasing awareness and word-of-mouth referrals. If your customers are experiencing strong emotions when interacting with you — whether positive or negative — they’ll be more likely to remember those feelings later when making purchase decisions.
This means that a focus on emotional design is an important part of the customer experience. It can help you create a positive image and improve the overall experience for your customers.
Emotional design helps build trust by creating a heightened emotional connection between you and your customers, making them more likely to purchase from you. This connection can also help increase loyalty among existing customers by reinforcing their positive feelings toward your company or product line.
Research shows that consumers who feel positively about a company are more likely to recommend it on social media platforms as well as through word-of-mouth recommendations. This would mean there is less need for advertising expenses because your emotional design increases brand awareness without additional marketing investment required!
The future of emotional design for you and your organization is in your hands. Start by using data as a tool for understanding what people say they feel and how their emotions affect their behavior and decision-making processes. Once you’ve got that information at hand, use technology (like chatbots, for instance) to improve how customers interact with each other and with businesses like yours — then measure the results.
If you want to deliver an Ultimate Customer Experience® so your organization gains more repeat and referral business, consider the importance of designing how you can enhance the emotional engagement that a customer has with you with as much passion and precision as you seek to delineate their customer journey.
Pre-order my new book, “The Ultimate Customer Experience ®” for your company and receive some extraordinary benefits! Contact us for more information.
It’s hard to describe how nervous I was to meet with my new speech coach. My career was ascending rapidly, but Ron Arden was the coach to the speaking heavyweights — Brian Tracy, Ken Blanchard, Patricia Fripp, and many more. I had invested an amount that made us really stretch for his insights — and now it was the time for our first meeting at his home in San Diego.
As our meeting began, he asked a simple question: “Tell me something that would describe your speaking style.” Being sincere and transparent are qualities essential to me.
I told him, “I speak from my heart.”
“Oh Lord,” Arden replied, “not another one. Not another speaker saying they ‘speak from the heart.’” I didn’t understand. What could possibly be wrong with doing that for your audience?
“Let’s say your wife calls right before you go onstage to tell you that your son has stumbled from his bike and broken his arm. They’re on the way to the ER. Do you really want to speak from the heart now? What if you get a call from your attorney and your business partner has embezzled thousands from you? You’re going to share your heart with the audience?”
He continued, “The audience is not your therapist. If you’re a professional speaker, you work for them. That means you WRITE your presentation from your heart. But when it comes time to deliver for your customer…you SPEAK from your SKILL. Our job is to develop your skills.”
It was one of the most significant examples of coaching I could imagine.
We all need coaches.
Ron Arden’s coaching was a turning point for me. He showed me that it’s essential to be genuine and sincere when speaking from the heart but that you also need to have the skill to back it up. Public speaking is not about sharing your feelings with the audience; it’s about delivering a message to help them achieve their goals. Coaching is critical to advanced success in any field. Whether you’re a CEO, a manager, or an individual contributor, having a coach can help you take your career to the next level.
Public speaking can be a daunting task for many. However, with the help of a good coach, it can be an enriching experience. Coaching is critical to advanced success, as it helps speakers develop their skills and deliver effective and engaging presentations. To be a successful public speaker, it is crucial to write speeches from the heart — but speak from your skill when it is time to deliver your presentation. With the help of a good coach, you can learn how to do this and become a more successful public speaker.
If you want to advance your speaking skills, I’d love to help. I’m only taking six people for a 90-day sprint to speaking success. As of this writing, two of those slots were filled. Just connect with me here for more information.
And, if now isn’t the time but the idea of speech coaching is something you’d like to pursue, just let me know. I will gladly recommend a top-flight coach who can help you achieve your goals.
It’s time for you to become a distinctive speaker!
We recently booked two major events for me as a keynote speaker in January 2023. One was a group where a member of the C-Suite had me speak at his meetings for two previous employers. The other was from a CEO of a group I addressed about a decade ago. He contacted me and said, “It’s past time that we had you back!”
The important aspect I wanted to share about this is not that I have booked a couple of really terrific programs for great leaders. The critical point is that I’ve stayed in touch with both of these clients (in a non-“sale” oriented manner) on an ongoing basis.
Relationships matter significantly in business; as a result, referrals are often the lifeblood of our success.
I’m not saying that all of my business comes through word-of-mouth recommendations. However, I have found that the more time I invest in nurturing relationships with colleagues, clients, and associates, the more likely they are to refer me or work with me again. And when it comes down to it, isn’t that what we ultimately want – a strong network and engaged community?
Here are three ways to enhance the relationships you have with clients and prospects:
Keep in touch regularly. It doesn’t matter whether it’s through a quarterly newsletter or a simple “thinking of you” card. DON’T SPAM! Engage! Bring value to the conversation by helping, not selling.
Deliver help without expectations – offer to introduce them to a colleague or share an article you think they might find valuable. Show interest and invest in their success by providing thoughtful advice or insights that may benefit them.
Make time for in-person conversations and connections, whether it’s a coffee meeting or attending their industry event. We strengthen relationships through face-to-face interactions. Catch up on what’s new in their world. Share valuable information or resources with them.
Investing in relationships can pay off tremendously in the long run.
Build trust and loyalty by consistently demonstrating that you value the professionals you work with and for, then watch as your network grows more robust and engaged.
So, reach out to colleagues, clients, and associates today and strengthen those connections. You never know where they might lead!
