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.
For many years, both business leaders as well as authors and speakers (like me) have talked at length about “managing change.”
The title of my first business speech many years ago was “Dragonslayers” on overcoming the overwhelming monster of change on our voyage to profit and success.
We often implied that change was a process that suggested some degree of control and predictability. You could see change coming, plan for it, and guide your organization through carefully plotted transitions.
Traditional change management approaches often follow a linear path: assess the situation, create a plan, implement changes, and stabilize the situation. These methods assumed you could identify clear start and end points. It also assumed that the external environment would remain relatively constant during implementation.
Here’s the problem: today’s business environment demands a new vocabulary and, more importantly, a new mindset. What we’re experiencing isn’t merely change—it’s turbulence.
The distinction is crucial.
Change suggests a shift from one relatively stable state to another, like updating your product line or expanding into a new market.
Turbulence, on the other hand, is characterized by multiple, simultaneous disruptions that interact with and amplify each other in unexpected ways.
Think of it like flying an aircraft. Change is like adjusting your altitude or course—a controlled modification within stable conditions. Turbulence is when multiple air currents create unpredictable forces from all directions, requiring constant adjustments and a different set of skills altogether.
Consider how artificial intelligence isn’t just changing productivity tools—it’s simultaneously transforming customer service, product development, marketing, and talent management. This transformation is happening while organizations grapple with evolving work models, global supply chain reorganization, and shifting consumer expectations.
This means that today’s environment demands a new type of leader to move an organization beyond distinction: the turbulence navigator.
This leader operates more like an experienced river guide than a traditional corporate executive—constantly reading signals, adjusting course, and helping their team ride the rapids rather than fight against them.
Here are just three key attributes of effective turbulence navigators:
Comfort with Paradox
Turbulence navigators understand that seemingly contradictory things can be true simultaneously. They can maintain stability while driving innovation, preserve core values while radically changing operations, and balance short-term survival with long-term transformation. Rather than trying to resolve these tensions, they learn to hold them productively, using the energy of opposing forces to move their organizations forward.
Dynamic Balancing
Like a skilled kayaker, turbulence navigators constantly shift their weight and adjust their position. They don’t try to force their organization into a fixed stance but instead help it maintain dynamic equilibrium. This might mean rapidly reallocating resources, shifting priorities, or reorganizing teams—not as one-time changes but as ongoing adjustments to maintain momentum and balance.
Energized by Uncertainty
Perhaps most importantly, turbulence navigators don’t just cope with uncertainty—they’re energized by it. They see turbulent conditions as rich with possibility rather than fraught with danger. This mindset is contagious, helping their teams move from anxiety about constant change to excitement about emerging opportunities.
This new leadership model requires what my friend Scott Stratten calls “unlearning” with new learning. Many successful executives must unlearn their instinct for control and certainty, replacing it with a capacity for reading and riding waves of change. They need to shift from seeing their role as providing answers to asking better questions, from directing responses to enabling effective proactivity.
The future belongs not to the strongest or the most efficient but to those best able to read and rise above the power of turbulent forces. Merely “standing out” in your marketplace will no longer be enough. You will need to lead your team beyond distinction to transcend today’s challenges.
Gratitude shouldn’t just be something we express once a year; it should shape how we live each day.
My mentor, the late Grady Nutt, captured this beautifully in his concept of ‘ThanksLiving.'”
Grady described “ThanksLiving” as: “An attitude that finds treasure in the plowed field of routine.” This perspective challenges us to rethink gratitude. While we often reserve it for life’s big moments—family, friends, career success—the truth is that much of our joy resides in the quiet, everyday routines we take for granted.
The coming week in the United States brings our annual Thanksgiving holiday. Even when our nation is as politically divided as it is today, we will still stop to express our blessings. (As we should…) But isn’t it interesting that we primarily express our gratitude for the big things in life — our family, friends, and career success? We seldom announce our appreciation for the “plowed field of routine” in our lives…even though that’s where we spend most of our time and where the seeds of gratitude can grow abundantly.
In a turbulent world, ThanksLiving offers an anchor—a way to cherish the moments that truly matter.
It’s a reminder that joy isn’t found in grand gestures but in the quiet rhythms of our lives, like the comfort of a familiar morning routine or the simple pleasure of sharing a meal.
Finding Joy in Routine
Every year at this time, I’m reminded of the wisdom of my dear, departed friend who was the Obi-Wan-sage to my young, ambitious Skywalker-speaker of long ago. Grady often remarked that I should slow down and enjoy the journey to success. “If you miss the small stuff, then the big stuff will not have the meaning it should. My hope is that you drink deeply from the waters of all life’s experiences,” he would tell me.
We have all likely lost someone special in our lives. It presents us with a unique understanding of the value of a single day, a moment in time. As Warren Zevon was dying of cancer, he said to David Letterman, “Enjoy every sandwich.” It is no coincidence that my friends in the band Diamond Rio had one of their biggest hits with a song titled “One More Day.”
Grady’s wisdom reminds us that gratitude is more than a once-a-year practice. Instead, it’s a mindset we should maintain daily, even during mundane activities. We all need these reminders to seize the value and worth of every moment.
Living Thankfully Every Day
Here are three ways to start practicing ThanksLiving:
Begin each day by naming one thing you’re thankful for in your daily routine.
Pause during moments of stress to reflect on something positive happening right now.
End your day by writing down one ‘treasure’ you found in the ‘plowed field of routine.’
As we gather around the Thanksgiving table tomorrow, let’s commit to ThanksLiving—not just for a day but for every day.
Let’s drink from the ‘water of life’s experiences’ with zest, as Grady described, and find the treasures hidden in life’s ordinary moments.
In doing so, we can transform gratitude from a fleeting sentiment celebrated on a single day into a more meaningful way of life.
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.
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