As you likely know, I’ve championed a singular, essential idea for many years: in a hyper-competitive, overcrowded marketplace, distinction isn’t optional—it’s vital. If your organization fails to stand out, you risk becoming invisible.
And if you’re invisible, you’re irrelevant.
Distinction has been, and continues to be, the fundamental requirement for business and sales success.
So, let me be clear: this isn’t me turning my back on distinction. It’s quite the opposite.
In fact, in today’s volatile economy—shaped by accelerating technology, AI disruption, shifting customer expectations, and an explosion of choice—failing to be distinct is more dangerous than ever. I believe it as intensely today as I did when I first introduced the concept. Distinction remains the first threshold you must cross to earn attention, trust, and loyalty.
But something has shifted.
Distinction, as powerful as it is, has become expected.
Not because it stopped working—but because more people started doing it. I guess that means my efforts have been successful! However, this creates unintended consequences. What was once rare is now routine. Every brand wants to “stand out.” Every leader wants to be “different.” Every company wants to claim they’re “unique.”
When everyone is trying to be different in the same way, the result is predictable: “standing out” starts to blend in.
Think about it: countless brands are shouting their unique selling propositions, crafting clever narratives, and leveraging all available channels to capture attention. The noise is deafening. The bar for what it means to genuinely capture and hold discerning customer attention has been raised exponentially.
That’s why I’ve been researching what comes after distinction. Because the marketplace never stops moving—and if your strategy doesn’t evolve, you risk being overtaken by those who do.
This isn’t a reason to abandon the principles of distinction. Far from it. It’s a call to recognize that the game has changed, and the requirements for sustained success have escalated. What worked yesterday to make you stand out might only make you part of the chorus today. The turbulence of the modern marketplace—driven by rapid technological advancements, shifting consumer behaviors, and global interconnectedness—demands more. It requires a new level of thinking, a more profound connection, and a more resilient strategy.
Currently, I’m focused on an idea that I’ll elaborate on in the weeks and months ahead: in a world characterized by rapid disruption, persistent noise, and increasing customer expectations, the challenge is not solely to stand out.
The challenge is to rise above…to transcend.
Not to reject distinction—but to go beyond it.
We’ve entered an era where adaptability, relevance, and depth matter more than ever. Customers are more skeptical. Competitors are faster. Loyalty is fleeting. The things that made you special five years ago may now be considered standard, if not outdated.
What does that mean for your business?
It means the pressure is on.
It also means the opportunity is bigger than it’s ever been.
If you haven’t created distinction, the warning is clear: you’re in danger.
Because in this new landscape, if you don’t stand out, you will almost certainly be left out. But if you have built distinction, then it’s time to take the next step.
The good news? The future doesn’t belong to the biggest or the loudest.
It belongs to those with the courage to evolve. To those who recognize that every great leap forward requires us to outgrow yesterday’s success.
Distinction isn’t obsolete—it’s foundational. But foundations are built to support something greater.
That’s the journey I’m inviting you into over the next few months. We’re going to explore what it means to create a business—or a career—that not only commands attention but earns enduring relevance. One that doesn’t just survive the turbulence of change but uses it as fuel.
The market demands a more profound, more integrated, and more adaptive approach. It requires us to go beyond the conventional understanding of distinction and uncover what it truly takes to lead, to innovate, and to create lasting value in a world that refuses to stand still.
We’ll discuss new ideas, emerging risks, and underrated opportunities. Additionally, we’ll delve deeper into what it truly takes to build something remarkable in this era of noise and sameness.
But for now, here’s what I want you to remember:
The challenge is greater than ever.
The stakes are higher.
The shelf life of average is shrinking.
And that’s why the time is now.
If you don’t become distinct, you will likely become extinct.
But if you’re ready to take the next step, to explore what’s beyond distinction…you won’t just stand out.
In today’s business landscape, a silent threat lurks in the shadows, methodically eroding profits and market share. This adversary isn’t a new technology or nimble startup – it’s the mindset of complacency that has infiltrated countless organizations. While corporate leaders chase the next big thing, many overlook a fundamental truth: the Ultimate Customer Experience® is not just a nice-to-have but a critical differentiator that determines a company’s future.
The ‘good enough’ mentality is a seductive trap. It offers a false sense of security that can lull even ambitious companies into dangerous complacency. In today’s hyper-connected world, where consumers have unprecedented access to information and alternatives, the bar for ‘good enough’ constantly rises. Companies failing to recognize this shifting landscape risk being left behind.
The Hidden Costs of Mediocrity
The actual cost of settling for ‘good enough’ extends far beyond the immediate bottom line. Customer churn increases as switching costs decrease, and acquiring new customers can be five to twenty-five times more expensive than retention.
Dissatisfied customers become brand detractors, and their negative experiences ripple out to thousands of potential customers through social media and online reviews.
A culture of mediocrity also affects employee satisfaction.
Top talent gravitates toward companies striving for distinction, making increased turnover a significant hidden cost.
Additionally, complacent companies often fail to innovate, missing opportunities to create new revenue streams or optimize existing processes. This stagnation makes them vulnerable to disruption, and by the time the threat is recognized, it may be too late to pivot effectively.
The Distinction Mindset Shift
Breaking free from the ‘good enough’ trap requires more than tactical changes—it demands a fundamental shift in mindset. The ‘Distinction Mindset’ is characterized by a relentless pursuit of excellence and commitment to creating memorable, value-driven customer experiences. This mindset is built on continuous improvement, customer-centricity, innovation as a core value, data-driven decision-making, and empowered employees.
Three Steps to Deliver an Ultimate Customer Experience®
Conduct a Customer Journey Audit. Map every touchpoint in your customer’s journey, identifying pain points and areas where the experience is inadequate. Include cross-functional teams and direct customer feedback in this process.
Implement a Voice of the Customer (VoC) Program: Establish a robust system for collecting, analyzing, and acting on customer feedback. Go beyond surveys to include social media monitoring, customer interviews, and support interaction analysis.
Invest in Employee Experience: Recognize that exceptional customer experiences start with engaged employees. Conduct internal satisfaction audits and implement programs that align employee success with customer success.
Measuring the Impact
While the costs of implementing superior customer experiences are immediate, the benefits can be long-term. Key metrics to track include:
Customer Lifetime Value
Net Promoter Score
Employee Net Promoter Score
Customer Effort Score
Share of Wallet
Establishing baseline measurements and tracking these metrics over time provides evidence of the ROI of moving beyond ‘good enough.’
The Path Forward
In an era of increasingly commoditized products and services, customer experience has emerged as the key battleground for competitive advantage. The companies that will thrive recognize the peril of ‘good enough’ and commit to pursuing excellence in every customer interaction.
The path beyond ‘good enough’ isn’t easy. It requires sustained effort, investment, and a willingness to challenge established norms.
However, the alternative – slowly fading into irrelevance as more customer-centric competitors capture market share – is far more costly in the long run.
As you consider your organization’s approach to customer experience, ask yourself: Are we genuinely striving for distinction, or have we become complacent with ‘good enough’? The answer may very well determine your business’s future. The rewards for those who succeed are substantial: increased profitability, market leadership, and a resilient, future-proof business model.The invisible profit killer of ‘good enough’ can be vanquished, but only through a committed, organization-wide effort to elevate every aspect of the customer experience.
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.
