This past week, I had the privilege of being one of three friends asked to speak at a book launch and celebration honoring the life of my friend Joe Bonsall, a 50-year member of the legendary Oak Ridge Boys. Joe’s remarkable legacy was not just in his music, though his voice undoubtedly touched millions. His true distinction lay in something even more profound: his ability to encourage others.
A recurring theme emerged as I listened to fellow speakers and spoke with audience members—Joe was an encourager.
He had a way of making others feel seen, valued, and capable. And it wasn’t limited to those in his industry. Whether it was a young musician dreaming of stardom or someone like me who works outside the entertainment world, Joe offered words of belief and support. His encouragement wasn’t strategic or self-serving. It came from a genuine place of care and connection.
In reflecting on his life, I couldn’t help but think about the transformative power of encouragement. In a world that often feels hyper-critical and divided, encouragement is one of our most underutilized and undervalued tools. But its impact is immense.
Encouragement Creates Belief
We’ve all faced moments of doubt—times when the mountain ahead seems insurmountable. In those moments, a simple word of encouragement can spark a belief we didn’t know we had. Joe’s encouragement often had this effect. His words didn’t just motivate; they instilled confidence. He had a knack for reminding people of their unique gifts, often when they struggled to see them themselves.
Belief is a powerful thing. It’s the foundation of every achievement and every act of courage. When someone believes in us, it’s as though they’re lending us strength until we can build our own. Encouragement, at its core, is the act of transferring belief.
Encouragement Inspires Action
Encouragement isn’t passive; it’s a call to action. When someone encourages us, they’re not just saying, “You can do this.” They’re saying, “You should do this.” It pushes us to move beyond our comfort zones and take that next step, no matter how daunting.
Joe’s encouragement wasn’t just kind words—it was a challenge to live fully and to pursue dreams with everything we have.
Encouragement Leaves a Legacy
Joe Bonsall’s legacy is a testament to the ripple effect of encouragement. Each person he inspired will carry his words with them, passing them along to others. It’s a cycle that has no end. We may not all leave behind platinum records or a place in the Country Music Hall of Fame, but we all have the ability to leave a legacy of encouragement. And that legacy has the power to transcend generations.
How You Can Be an Encourager
You don’t need a stage or a platform to encourage someone. You just need the willingness to notice others and speak life into their dreams. Here are four ways you can start:
1. Acknowledge Strengths: Take a moment to point out the qualities or talents you admire in someone. You might be surprised at how much they need to hear it.
2. Offer Support: Sometimes encouragement isn’t just words; it’s showing up, lending a hand, or providing resources to help someone move forward.
3. Challenge Gently: Encourage people to stretch beyond their perceived limits. Let them know you see their potential, even if they don’t yet.
4. Be Generous with Positivity: Kindness and affirmation cost nothing but have immeasurable value. Share them freely.
You Are Needed
In the spirit of Joe Bonsall, I want to leave you with this: You are capable of more than you realize. Whatever challenges you’re facing, whatever dreams you’ve been putting off—step forward.
The world needs your contribution, and there is someone out there who will be inspired by your journey.
Just as Joe encouraged me, let this post be my encouragement to you. Believe in yourself, take action, and leave a legacy of encouragement for others.
Because, in the end, that might be the most iconic thing any of us can do.
When I reflect on my many clients who have followed the distinction prescription that I propose — either because they are subscribing to my insight, they’ve found their own pathway there, or a combination — I marvel at the transformation that has been the result. Just look at my often-cited case studies like the Fairmont Scottsdale Princess, High Point University, St. Elmo Steakhouse, the Savannah Bananas, and more. You’ll see organizations that have not only created marketplace distinction, they’ve moved into the realm of iconic examples that transcends their respective industries.
In today’s crowded marketplace, businesses face a critical challenge: standing out from the competition. You know that I’m convinced that the answer lies in creating distinction—the ability to differentiate yourself in ways that captivate customers and compel them to choose you over anyone else.
But distinction is not just about being different; it’s about being uniquely valuable.
Businesses that embrace distinction as the core strategy will unlock the key to transformation. Instead of competing on price or getting lost in the sea of sameness, they focus on what makes them remarkable—whether it’s delivering unparalleled customer experiences, offering innovative products, or communicating a brand story that resonates deeply with their audience.
Transformation occurs when distinction drives not only marketing but also decision-making. It becomes a guiding principle that informs everything from product development to how employees interact with customers.
The result? Greater customer loyalty, increased revenue, and a brand that people trust and recommend.
Creating distinction is not a one-time effort—it’s an ongoing process of constantly evaluating what sets your business apart and how you can build on that uniqueness. Those who commit to this path see a profound shift in their business performance and reputation.
In a world where blending in means getting left behind, distinction is the catalyst that propels your business forward. The most successful companies don’t just serve customers—they create experiences and value that can’t be found anywhere else.
That’s the transformative power of distinction.
One of the tools that can help you transform your business in the distinctive manner required by today’s marketplace is Artificial Intelligence (AI). The question is: Are you prepared to take your business to the next level with AI? I’ve discovered that Bob Dietrich and Pamela Dunn have created an incredible resource that will help you do just that.
Introducing the Unleash AI For Business Summit: a FREE virtual event featuring me and other top entrepreneurs who are currently using AI in their businesses.
We will share the strategies we have developed and are currently using in our businesses to implement AI successfully. I’ll be sharing how to use AI to inject personal stories into your content — essential to avoid the trap of your content sounding like everyone else with a ChatGPT subscription!
And the best part? I’ve arranged a complimentary ticket for you to attend!
In this event, top entrepreneurs will show you how to:
– Multiple Ways To Use ChatGPT To Create Scroll Stopping Content – Design Engaging Online Courses Effortlessly with AI – Using AI To Create A Deeper, Authentic Connection With Your Audience – Elevate Your Sales with AI-generated Content – AI-Driven Techniques for Scaling Effective Social Media Reach – Using AI to Create and Launch Your Powerful Book – How to Develop Your Clarity Statement to Effectively Use AI – How to Simplify Your Business With Custom GPTs for Content Creation – Using AI to Automate and Personalize Messaging for Your Ideal Client – Save 75% of Your Time by Leveraging AI and Smart Delegation – How To Use AI To Supercharge Your Virtual Assistant – Top 5 Ways To Monetize Online with AI – and much more…
These interviews are short, to-the-point conversations with real entrepreneurs who are creating amazing results with AI. And you can watch it all for free from anywhere! But don’t wait too long – grab your complimentary ticket now before they’re all gone: https://www.unleashaiforbusiness.com/link.php?id=211&h=fc82490543
You don’t want to miss out on this opportunity to learn from the best in the industry.
P.S. Join me and additional experts like Jay Abraham, Mike Abramowitz, Ridgely Goldsborough, and over 30 more.
Last night, I had the incredible honor of receiving the Cavett Award from the National Speakers Association, the highest accolade in our profession. It’s a dream for every professional speaker, and I am truly humbled to join the ranks of legends who have inspired and shaped our industry.
The surprise announcement was a moment I’ll never forget, but what has stayed with me most since then is an overwhelming sense of gratitude.
This award is not just a recognition of individual achievement; it is a testament to the incredible relationships I have built with my clients, colleagues, and friends over the years. These relationships have been the cornerstone of my career, and they continue to inspire and drive me every day.
Receiving the Cavett Award also marks a recommitment from me to assist organizations and leaders in creating distinction in their respective markets. It reinforces my dedication to delivering the Ultimate Customer Experience® and helping businesses achieve what I often emphasize: earning “more customers who will spend more money, more often, and provide more referrals.”
To all my clients and friends, thank you for your trust, support, and partnership. This award is as much yours as it is mine. Let’s continue this journey together, striving for excellence and making a difference in every endeavor.
Here’s to creating distinction and delivering extraordinary experiences!
As I stood before the eager faces at the Youth Citizenship Seminar at Pepperdine University this week, I was struck by a profound sense of continuity and hope. This year marked my 24th anniversary speaking at this event, and each time, I am reminded of the enduring spirit of our younger generations.
The seminar, held between the student’s junior and senior years of high school, serves as an opportunity for molding future leaders. It’s a place where children of billionaires and those who call a van their home converge, not as disparate fragments of society, but as a cohesive unit with a shared purpose. They come with open minds, ready to absorb the wisdom of experiences not their own, and with hearts full of questions about how to carve out a successful path in life.
In a world where social media often amplifies the negative, these students stand as a testament to the good that still thrives in our communities. They are the embodiment of faith in democracy, the belief that despite the challenges we face, improvement and progress are always within reach. Their optimism is not naive; it is a powerful force that drives them to learn, to question, and to strive for a better self and a better country.
This week, as I engaged with these young leaders of the future, I was reminded that distinction is not just about standing out in a crowd. It’s about standing up for what you believe in, and doing so with the conviction that you can make a difference. The diversity of their backgrounds did not divide them; instead, it enriched their discussions, broadening their horizons and deepening their understanding of the world.
The lesson here is clear: no matter our age or station in life, we all have the capacity to grow and improve. The students at this conference at Pepperdine University are a vibrant mosaic of our society, each piece unique yet essential to the whole. They challenge the narrative that youth are disengaged or disillusioned. Instead, they offer a refreshing narrative of unity, curiosity, and a shared desire to contribute positively to the world.
Because of my time with them, I am filled with a renewed sense of purpose. The reminder that there are more good people—good kids—than bad in this world is a beacon of light in the often murky waters of public discourse. It is a call to action for all of us, regardless of age, to find ways to get better at what we do and to inspire others to do the same.
We should all look beyond the headlines and the tweets. These young students are not just the leaders of tomorrow; they are the champions of today, tirelessly working to bridge the gaps that divide us. They remind us that together, as one, we can and will rise to the challenges before us, creating a world that is not only successful but also kind, just, united…and, yes, distinctive.
An old-timer in my community made an interesting observation. “Scott,” he said as we reminisced, “it used to be that there were two restaurants here in Crothersville. Not only did the food taste different at Ted’s Restaurant than at Kern’s Grill, but they just felt different. Each was a reflection of the owner’s personality.”
I nodded in agreement. Ted’s was the spot where we always went after a ball game, took a date for a burger and fries, or simply hung out. Kern’s Grill was where the men of the community gathered for breakfast each morning in the late 1960s and 1970s.
During the lunch break at school, I sprinted there to join either Mom or Dad for a quick meal. (But never both at the same time. We owned the grocery store across the street, and one of my parents always had to stay to run our family business.)
For Ted Zollman, his restaurant was his stage, and we customers were his audience. His smile was as bright as his apron. His flashing blue eyes and natural charisma were as much a part of eating there as the cheeseburgers.
On the other hand, Ted’s local competitor, Alvie Kern, would sit in a booth or gruffly stand like a statue behind the counter, often with arms tightly crossed, seldom engaging in the ongoing conversation. He observed while his wife and daughter cared for the tables and customers. Kern’s Grill was a great place to grab a meal and go. Before you could exit the door, the white sack in which they had placed your order would display small and growing circles of grease. (It was a simpler time before we all knew our HDL and LDL numbers.)
Ted’s Restaurant, however, was where you would order a Cherry Coke, sit down, and relax, either because a friend was with you or because you knew that sooner or later, one was bound to come in and stay a while.
My old-timer friend continued, “Anymore, our fast food is the same as the fast food up the road. The McDonald’s in Seymour is the same as the McDonald’s in Scottsburg. They’re all the same from Portland, Oregon, to Portland, Maine. I guess consistency is a good thing, but haven’t we reached the point where we’ve gone overboard?
“The Walmart where we shop is the same as everywhere else . . . and that’s pretty much the same as Target or Meijer. And they all sell the same items anyway. How many places do you really need to be able to go buy your Tide detergent?”
He was on a roll: “My insurance agent sells the same stuff as yours, no matter what companies they work for. One has some screaming duck to represent it, and another has some caveman or lizard. I’m ‘in good hands’ in one place, another is ‘on my side,’ while another is ‘like a good neighbor.’ But the problem is, I can’t tell one from the next. I know the difference on my street between one of my neighbors and another. So how do I know why one company is a better neighbor or ‘on my side’ more than the other?”
These are great questions.
Can your customers tell the difference between you and your competition?
No matter your professional responsibilities—as CEO of a Fortune 500 company to a small business entrepreneur, someone at the home office sprinting up the corporate ladder, or a salesperson slogging it out in the trenches—this question should keep you tossing and turning at night: how can your customers distinguish you from your competition?
You should be asking this for one simple reason: The primary problem of your business is that you need more customers who will spend more with you and refer you to their colleagues and friends.
The criterion this senior citizen used to make his determination should terrify you. It should frighten all who are trying to grow our businesses and careers.
“It’s just price, I guess!” he deduced. “I sure don’t notice any difference between them with service. And I don’t know enough about insurance, for example, to really understand the differences between their products. These days, every tree in the forest seems to be exactly alike. It’s not just bland,” he said. “It’s all become the same!”
Every business, whether a global corporation or a small-town shop, grapples with this one fundamental problem: the need for more and better customers.
The solution lies in being chosen more frequently by your target audience. But how do you achieve this?
In today’s world, where products and services increasingly look alike, the secret to being chosen more often is creating distinction.
It’s not enough to be great; you must stand out. It is valid for any industry, from financial services to retail technology firms to local diners. When everything looks the same to customers, they make their choices based on price alone, and that’s a race to the bottom that no business can afford to win.
The path to attracting more and better customers begins with creating distinction. Your business deserves to be noticed and valued for what makes it unique. It’s time to step out of the sea of sameness and into a world where your business shines brightly.
Welcome to the journey of creating distinction.
Remember:
No customer is loyal to a generic.
We are chosen for our differences, not our similarities.
The only points of differentiation that matter are the ones that are valuable to customers and prospects.
Just being different is NOT better. But, being distinctive in a compelling way that attracts target customers and prospects is the key to disruptive success.
How can we help you achieve this? We have a myriad of services we provide to great organizations: keynote speeches, training programs, consulting, executive coaching, train-the-trainer packages, seminars/workshops, and more. The main thing is:
LET’S GET STARTED!
Call us at 800-838-6980 or visit https://ScottMcKain.com
Currently, I am working on a new keynote speech and project that I’m calling “The Customer Algorithm.”
The idea came to me as I was driving a rental car from Tucson to Phoenix. Construction on the Interstate had traffic at a standstill, and I was likely going to miss my flight. This raised the possibility that it might be more productive for me to simply travel to my next speech rather than return home for a day before hitting the road again.
When I called the airline, the AI voice recognized my name and frequent flyer status. It was friendly and made me feel that it wanted to help. However, while it could’ve helped me pick a later flight to the same airport, it was not prepared to help change my destination. I found myself alone in my Hertz rental, repeatedly shouting, “REPRESENTATIVE!”
You know that organizations are increasingly turning to AI to support their customer experience strategies. While AI offers numerous benefits, it is crucial not to overlook the importance of the human element in delivering the Ultimate Customer Experience®. Emotional intelligence is the key to building trust and loyalty — essential components of any successful CX strategy.
As my recent travel experience suggests, human agents are better suited to handle unique or unexpected situations that fall outside the scope of AI’s programmed responses. People on your team should be able to think creatively, draw from their experiences, and offer personalized solutions. This flexibility is particularly valuable in industries where customer needs and preferences can vary widely, such as retail, healthcare, and hospitality.
However, this does not mean that your organization should shy away from implementing AI in your CX strategies. AI can be a powerful tool for handling routine inquiries, providing quick access to information, and streamlining processes. The key is to find the right balance between AI and human interaction, leveraging the strengths of each to create a seamless and efficient customer experience.
The obvious question is, how do you achieve this balance?
Organizations must invest in training their human agents to work effectively alongside AI. This includes teaching your AI how to hand off conversations smoothly and when to escalate issues to a human agent. Your team must be trained on how to leverage AI-generated insights to provide better service. Additionally, organizations should prioritize transparency, letting customers know when they are interacting with an AI and offering the option to speak with a human agent if needed – without requiring them to shout “REPRESENTATIVE” repeatedly to get to one!
Another important consideration is the continuous improvement of AI systems based on customer feedback and interactions. By analyzing data from both AI and human interactions, you can identify areas for improvement and fine-tune your AI algorithms to better meet customer needs.
AI is a valuable addition to any CX strategy, but it is not a replacement for the human element.
The Ultimate Customer Experience® requires a balanced approach that leverages the efficiency of AI and the emotional intelligence of your team members. By investing in the right mix of technology and human talent, organizations can create a customer experience that drives customer retention and referrals, which means profitability for your organization.
