“Start with why” is a philosophy widely popular in business today. There’s no doubt that knowing your “why” is an excellent motivational tool.
The problem is…customers don’t buy our “why.”
Customers buy our how.
Think about a recent purchase — anything from an extensive B2B investment to something as varied in B2C as fast food or a laptop. If the product or service failed to perform as promised, did you give the company or its representative a pass because they possess a compelling “why”?
Would any customer ever say, “Gosh, this hamburger tastes terrible! But I can’t wait to go back and buy another one because their ‘why’ is so fantastic!” Of course not! Their “why” will never overcome their inability to distinctively deliver what we have purchased.
Customers will never be interested in discovering our why until they are thrilled with our how!
It seems to me that reviewing an organizational or professional “why” is something akin to the cliché that “hindsight is 20/20.”
Isn’t it intriguing that we talk about the wildly successful companies and point out their “why,” yet frequently ignore the “why” of those who failed to achieve distinction? (Or authors “cherry pick” companies and retrofit a “why” statement to create an example that will fit their purposes…)
I’ll promise there are some companies – and individuals – who have failed, despite having a sincere and compelling “why.”
There is a fundamental reason this is the case – the “why” is not why they buy.
Telling customers the reasons why you should be their preferred option is a necessary part of any successful marketing strategy, but it’s just one piece in the puzzle. The real challenge lies in helping them understand how you deliver a solution to their situation in a manner that is so remarkable that they choose you instead of the alternatives in the marketplace.
Please don’t misunderstand — if your “why” motivates you to dig deeper in delivering for customers, it’s a critical tool to help you succeed. A why can be a great motivator, but it’s just that — motivation to commit to delivering for your customers.
However, if you’re the type who contemplates their “why” and merely leaves it on paper or prints it on motivational posters – or believes your “why” will attract and retain customers – without delivering a strong how, then your business is in trouble.
The how is what customers want and need from you.
If you aren’t illuminating for your prospects the unique reasons they should acquire your product or service – and if you aren’t developing repeat and referral business from the customers you already have — then there must be something missing with how you’re delivering.
Focus on improving your “how” — how you deliver, how you serve, how you enhance their experiences. Break it down and improve your delivery at every step along the way.
We discuss this phenomenon in detail – and provide specific strategies for you to enhance your ability to obtain and retain customers – in our Iconic Inner Circle. I’d love for you to check it out – your first month is FREE! Simply go to: https://IconicInnerCircle.com
This is a statement that I believe is true — and it’s one reason why employees have such a hard time with change. If you want to create distinction for your organization and yourself, you must be able to leverage change to your advantage.
Let’s face it, it’s not just an employee’s job description open to change in today’s marketplace — it’s also the company culture, coworkers’ personalities — and as we’ve witnessed during the pandemic, even their commute that can be altered. All of these (and more) are causing challenges for your team members.
Change is tough on all of us – especially when it comes in waves as it has recently. Let’s discuss how you can manage change and engage employees, so you can stand out from your competition.
The first key to managing change is preparation.
When employees know what’s coming, they can brace themselves psychologically for the changes that are about to take place.
Step one, make sure you’ve provided broad insight into what is changing — and why — before you announce any specific alterations, reassignments, or reorganization. This will help ensure they’re fully engaged with what will be different in their day-to-day work lives.
Next, provide training or education on how to do things differently so that people are ready when the transition starts. People react positively more often if they know what “better” or “different” looks like.
Finally, try not to overwhelm employees with too much information immediately; instead of announcing every new approach all at once, present one new directive each week or month. This will give you time for preparatory measures while maintaining employee morale.
Second, change should be highly visible and communicated in a way that speaks to different personality types on your team.
From status quo-oriented personalities who fear the loss of power or influence, to people-oriented individuals who want information so they can make more in-person and virtual connections with their coworkers, organizational leaders must provide clear direction for all types of people.
It helps your team feel more secure — even if they’re not happy with the news.
Third, don’t just provide facts, figures, dates, and quotas. Tell a story.
Narrative engages both the heart and the head. You need to craft a story about why the change is coming and how it can be beneficial.
Story also makes it easier for your team to remember the changes and relate them throughout the organization. If you merely give them data and rules, they will probably simply “copy and paste” rather than communicate the story of the changes you’re making in a manner that’s positive and compelling.
(If you need help with this, my course on creating and delivering a “Distinctive Story” is available to members of the Iconic Inner Circle. AND your first month is FREE, cancel anytime — meaning you can take the “Story” course as you try out the Iconic Inner Circle program with no obligation! https://IconicInnerCircle.com)
Remember:
When you’re managing change, it’s important to communicate clearly with your team. Let them know why the change is happening and how they can prepare for it. Workers will feel more secure if they understand what is going on — even when their emotions may not align with that understanding.
Take some time before you announce any changes so employees have an opportunity to ask questions and adjust.
Don’t just give facts, figures, dates, and quotas; tell a story about why the change is coming and how this change could be beneficial for everybody involved! Narrative engages people both emotionally as well as intellectually.
As Dr. C. Carey Yang wrote, “Change is inevitable, suffering is optional.” If you follow these steps on dealing with change on your path to creating distinction, you will increase your odds of celebration rather than sorrow.
Distinction is not merely organizational–it’s individual, as well!
Leaders must know how to set the pace, not only through their words, but also through their actions. They must make a difference, and they must be congruent. That is likely why individuals with the ability to distinguish themselves are so rare.
The distinction we all strive for is the ability to make a significant difference — and the best way to do this is through leadership. This is the type of leadership that starts with oneself.
Distinctive leadership can be summarized by the consistent application of these three primary principles:
knowing what you stand for
being committed to your purpose/ideals
doing what you said you would do
An individual who can distinguish themselves can take their leadership skills and apply them in both a professional capacity as well as an everyday life. When leaders display these three qualities, distinction becomes not solely organizational distinction, but also personal distinction.
There must be congruency between how that person lives daily and what they do on the job. When someone observes this individual (or any member of her team), they’ll recognize the distinction in action!
In addition, to create distinction, leaders need to:
have a clear vision for the future of your organization/team and how it will differentiate from other organizations;
find an internal passion that is aligned with leadership skills and apply this in both professional and personal life situations;
create congruency between these two areas so there’s no separation between private and public lives.
We recently witnessed the resignation of a globally recognized CEO – not related to his specific job performance, but due to drunken behavior at a party. Distinctive leaders understand that everything they do – personally and professionally – matters. Distinctive leaders ensure that what they do at work aligns with who they are as people. They live daily like their job depends on it…because sometimes it does!
Distinction needs to start within – not merely organizationally, but individually too! In other words, all distinction starts with YOU!
In today’s world, it isn’t enough to simply be different. If you’re not innovative in a manner that has importance for your customers, you won’t stand out from the crowd.
Innovative strategies will help you gain advantages over your competition by leveraging uniqueness and creativity.
The first step is to identify your goals and objectives. It’s important that you know what you want to achieve, as innovation will amplify those results.
The second action is identifying opportunities for differentiation from competitors. In today’s market, where everyone has their own take on how to deliver for customers, developing an approach that is unique from your competition provides you with an advantage in the marketplace.
Once you’ve identified your goals and the opportunities for differentiation, it’s time to develop your plan.
One way is to tap into creative approaches from other industries. As yourself, “Why and how do they do it that way?” There are examples from all around the world – easily discovered with some basic research on the Internet — that share a common interest in being a distinctive force in the marketplace. By tapping into these different perspectives, leaders can broaden their thinking about how they can provide solutions, while also leveraging diverse viewpoints. This means more creativity and innovation on how best to serve customers — without compromising what you already stand for in your industry.
Lastly, once you’ve created something distinctive that makes sense for your company and meets your objectives, make sure everyone knows about it!
Creative marketing strategies will help build awareness, as well as raise credibility among this increasingly discerning customer base. Tell customers and prospects a story about why they should choose you over the myriad of alternatives available in today’s marketplace.
(And don’t forget – every employee needs to know the story as well!)
Remember:
To create distinction, use innovative strategies for a competitive edge.
Leaders need to broaden their thinking about how they can provide solutions, while also leveraging diverse viewpoints to be distinctive and creative.
Distinctive marketing strategies through stories help build awareness as well as raise credibility among this increasingly discerning customer base.
You must enhance your perspective to distinguish yourself from others who think similarly. Break away from conventional wisdom — it isn’t enough to merely be “different” in today’s world.
It’s not enough to be great at what you do — virtuosos are plentiful in every field. It takes something beyond that. What’s critical for your success is creating distinction. If these insights resonated with you, please share it on your social media! And learn more about our Iconic Inner Circle membership program. (https://IconicInnerCircle.com) We’re ready to help you create a plan for success that will help drive you to meet your goals and create a competitive edge for you and your business!
IBM just released an interesting study that surveyed 14,000 people in nine countries. It revealed that more than 70% of people are now more likely to work for – or continue their employment with – a company with a good record or reputation on the environment. It also said 55% of people are now more willing to pay more to purchase from a company that represents itself as “sustainable and environmentally responsible.”
CEO Daily reports that IBM also found that now 84% of CEOs stated in a separate study that sustainability will be important to their business strategy for 2022 – as opposed to just 32% who said it in 2018.
Yet may I be so bold to suggest that these numbers aren’t simply about the environment and health of the planet.
Instead, it’s about putting people first.
It is obviously incongruent to suggest that 70+% of people want to work for a business that has a good record on climate change – but doesn’t care about their employees or customers.
What I believe these figures state is the vast majority of today’s customers – many of them from the Millennial generation – are tired of working for and purchasing from organizations that are putting their products and programs before the people who make and use them.
(Consider there are over 72 million Millennials – and the oldest of that generation is now hitting the age of 40. Too many Boomers and Gen Xers have talked about them like they are the “coming generation.” Bull! They’re here and they are changing the way you must do business.)
In other words, what’s happening right now is a major reinforcement of the Four Cornerstones of Distinction. You’ve got to have Clarity regarding your commitment to people and the planet. You need to be Creative in your approach, so you become more attractive and distinct to the customers you desire and the quality of employees you engage. You must Communicate the story of your commitment to people and the benefits they receive from your values. And these times require a Customer Experience Focus so the promise you make is backed by the performance you deliver.
These steps will create distinction for you in a time that demands we put people first.
By the way, if you’d like to drill deeper into how you can create the ultimate level of distinction, I’d love to have you try our Iconic Inner Circle.
When you join, you’ll have immediate access to specific virtual programs on how to craft and deliver a Distinctive Story…what you need to know to use the tools of today to communicate virtually, whether on a sales call or a group meeting, with Post-Pandemic Events…and discover the specific program to make your over-reaching values and your daily actions congruent with our course on Personal Distinction.
In addition, I present a weekly lesson on a single, specific step you need to take to reach this ultimate level of distinction. AND we’ll soon launch a monthly live virtual program for all members of the group to answer your questions and discuss your challenges.
Here’s the best part – your first month is absolutely FREE.
I believe in this program so much, I know that once you experience it, you will want to continue. (Especially since it’s such a small investment for such an extraordinary return!)
Somewhere along the way, we seem to have lost the perspective that what we do impacts the lives of others.
It seems we live in a time of character assassination for mere sport. Anonymous online haters who don’t know the facts – or don’t care – irresponsibly attack others to draw attention to themselves. They connect imaginary “dots” that exist only in their own minds, without concern about the consequences to the victims of their venom.
And, it becomes so common that many of us just shrug our shoulders and say, “Haters gonna hate!” and move on – never imagining that we could someday be an unfortunate target.
Maybe we would all be better off if we remember the wisdom that my grandmother used to share with me:
“It doesn’t make you a bigger person to make someone else smaller. It just makes certain you stay less than they are.”
