Imagine a world where businesses not only understand their customers’ current needs but anticipate their future ones. This isn’t just a dream—it’s the key to distinction in a crowded market. Your challenge in creating distinction and standing out from the competition lies, in part, in your ability to not only think like your customer – but to also be equipped to think AHEAD of your customer.
Here’s an example of this that can work for any and every business, yet it’s from higher education and my friends at High Point University.
Have you defined specifically who your customers are? They have at High Point University – and obviously, two of those customer groups are students and parents. Just a few weeks ago, the fall semester ended, and students were traveling home for the holidays.
Thinking like the customer in this field means you prepare for their departure. Thinking ahead of the customer means you consider how you help students get home safely to their parents.
So, HPU created a “car check-up” program. Students could drive through and have mechanics check their tire pressure, oil level, and other major points to help ensure that no parent would receive a call from a distraught student broken down on the side of the road.
The President of the University, my friend Dr. Nido Qubein, even walked the line of cars waiting for inspection, asking the students about their holiday plans. Can you imagine other University Presidents doing this? It would not have happened where I went to college…but it’s part of High Point University’s total commitment to creating distinction and delivering an ultimate experience for all of its customer groups.
You start by thinking like your customer – not thinking as a business leader, entrepreneur, or manager in your specific field. The greater challenge is to have such a deep customer mindset that you can identify problems or obstacles your customers may be experiencing before they do – or ones that aren’t specifically related to your product or service.
A properly functioning automobile is not integral to academic achievement. However, Dr. Qubein and HPU know that caring about the student is a meaningful component of the total college experience and provides a critical point where their university can differentiate itself from other institutions.
But wait, as they say, there’s more.
A major winter storm is hitting many parts of the country – so what did HPU do for returning students? They added more of their complimentary shuttles to airports to accommodate families who want to get their student back to campus ahead of the storms. (By the way – how many universities offer complimentary shuttles from multiple airports back to campus for students?)
And they opened the dorms early so students could beat the weather. They even opened the café up early to accommodate students arriving and dining before the originally planned return. And here’s the kicker, they did all of this at no cost to the students.
Imagine parents talking with friends who have their kids at another college, talking about the steps HPU takes to ensure safety and deliver an ultimate experience. The point here is that distinction is a primary marketing tool. It creates referrals that are impossible to beat.
Studies cited in the Journal of Service Research underscores the power of thinking ahead of the customer. Companies that anticipate and address future needs not only achieve higher customer satisfaction but they also enjoy a distinct competitive advantage. This forward-thinking approach leads to increased customer loyalty and a stronger reputation through positive word-of-mouth – crucial assets in today’s market no matter your industry.
It’s a great privilege for me to be HPU’s “In Residence Expert on Distinction and Relevance” – but I must tell you that I feel that I’m constantly learning more from them than I have to share with the students, faculty, and staff.
Your business likely doesn’t involve opening dorms or testing the cars of young drivers – but your strategy should be the same. You do better when you think like your customer…something few businesses or leaders do. However, you become distinctive when you think ahead of your customer…and High Point University is a perfect case study of how this is done to perfection.
It’s time to shift from merely meeting customer needs to proactively anticipating them. The question is: how will your business rise to this challenge?
Creating distinction in any field, be it business, leadership, or customer service, is rooted in the bedrock of accountability. But, on only the second day of the new year, a billionaire owner of an NFL team is showing us exactly how it should NOT be done.
Carolina Panthers owner David Tepper was disciplined by the NFL after video showed him throwing a drink at a Jacksonville Jaguars fan from his suite during Sunday’s loss.
The league released a statement that said Tepper had been fined $300,000 “for his unacceptable conduct.
Here’s Tepper’s statement: “I am deeply passionate about this team and regret my behavior on Sunday. I should have let NFL stadium security handle any issues that arose. I respect the NFL’s code of conduct and accept the League’s discipline for my behavior.”
Do you see an “I’m sorry” in there for the fan he pitched the drink on? Or the team he embarrassed? Or the city his actions has let down? He leads with “I am deeply passionate” — in other words, “It’s not really my fault — I’m SO passionate that the poor play of this awful team I own moved me to do this.”
Notice that he says that he implies that he should’ve let “NFL stadium security” take care of those Jacksonville hooligans who said things that upset me. This from a billionaire who travels with security. He should try being the fan wearing the visiting team’s merchandise while sitting amongst the rabid supporters of the home team.
And naturally, he respects the NFL code and will accept their discipline. If he doesn’t, they have the potential to force him to sell the team. (See: Snyder, Daniel)
But what does this mean to non-billionaires like you and I?
In an era where organizational distinction and exceptional customer experiences are pivotal for success, the tendency to issue these “non-apology apologies” stands as a glaring misstep.
These pseudo-apologies, often structured as “I’m sorry if I offended you,” imply a conditional regret, predicated on the receiver’s reaction rather than the issuer’s responsibility. Not only do these statements lack sincerity, but they also undermine the credibility and distinctiveness of individuals and organizations alike.
At their core, non-apology apologies are a form of blame shifting. By saying “if I offended you,” the apologizer cleverly shifts the onus onto the offended, suggesting that the problem lies not in the action but in the recipient’s perception. This approach not only invalidates the feelings of the aggrieved party but also sidesteps any real accountability.
Recent research in organizational psychology highlights the damaging impact of such practices. A study by Brigham Young University (2021) found that insincere apologies can lead to decreased trust and increased conflict in professional relationships.
A genuine apology is a powerful tool that demonstrates responsibility, empathy, and respect. By openly acknowledging mistakes and their impact on others, leaders and organizations can foster a culture of trust and integrity. Harvard Business Review (2022) underscores this, noting that companies leading in customer experience rankings are those that prioritize transparency and accountability in their interactions.
Authentic apologies serve as a bridge to rebuilding trust and restoring relationships.
They involve acknowledging the mistake, understanding its impact, and taking steps to prevent recurrence. This level of introspection and commitment is essential for any entity striving for distinction.
A study published in the Journal of Business Ethics (2023) asserts that organizations that practice genuine accountability enjoy higher levels of employee engagement, customer loyalty, and overall reputation.
To move beyond the realm of non-apology apologies, it’s crucial to embrace a culture of genuine responsibility. This involves training and encouraging leaders and employees to recognize and own their mistakes. Additionally, fostering an environment where feedback is welcomed and acted upon can further enhance the culture of accountability. Implementing these practices not only elevates the ethical standard of an organization but also significantly contributes to its distinctiveness in a crowded marketplace.
A non-apology apology represents a missed opportunity for growth, learning, and distinction.
Mr. Tepper could’ve used this as a teachable moment — because even billionaire NFL owners aren’t above learning and growing.
True apologies, rooted in accountability and empathy, are instrumental in building and maintaining trust, a cornerstone of any distinguished organization. As the business landscape continues to evolve, those who master the art of sincere apologies will find themselves leading the pack, creating distinction not just by what they do, but by how they rectify their mistakes.
In my whirlwind of a career as a professional speaker and author, constantly navigating through airports, speaking on stages across the globe, and engaging with diverse audiences, the concept of a prolonged pause seemed unfathomable to me. However, life, as it often does, has presented an unexpected twist. Following my recent rotator cuff surgery, I find myself in a unique situation: a mandatory six-week hiatus from my usual bustling schedule.
For the first time in my decades-long career, my calendar is blocked for recovery, a change that initially felt more confining than liberating. Yet, I’m beginning to reframe this period not as a setback but as an unanticipated opportunity for growth and reflection. This experience is teaching me the profound value of patience and the importance of embracing change, even when it arrives in the most unexpected forms.
The Power of Patience
Patience, often overlooked in the fast-paced world of business and speaking, will become a vital skill during my recovery. It’s not just about waiting for my shoulder to heal; it’s about understanding and respecting the natural process of recovery. Patience is teaching me to slow down, to appreciate the smaller, quieter moments, and to listen more attentively to my own needs and those around me. (And to constantly express the appreciation I have for Tammy taking such good care of me!) This enforced slowdown is a reminder that sometimes, stepping back is just as important as moving forward.
Being stationary has opened a treasure trove of time for study and planning. It’s a chance to delve into the latest research, trends, and insights in the fields of organizational distinction and customer experience. This period is allowing me to absorb new information, think deeply about future projects, and strategize how to integrate these learnings into my future presentations and writings. The stillness of recovery is proving to be a surprisingly fertile ground for intellectual growth and creativity.
Reflection is another unexpected gift of this period. It’s an opportunity to look back on my career to evaluate what has been successful and what can be improved. It’s a time to ponder over the feedback from past audiences and clients and to consider how their insights can shape my future work. Reflection is also deeply personal. It’s a time for me to assess my own journey, to recognize my strengths, and to identify areas for personal and professional development.
Challenges as Opportunities
Perhaps the most significant lesson from this experience is to re-learn that challenges often present opportunities. This temporary pause is not just a break from work; it’s an opening to approach my career with renewed vigor and perspective. It’s a testament to the fact that often, the most profound growth occurs not during the times of constant motion, but in the moments of quiet stillness.
As I begin this path of recovery and discovery, I am reminded of the resilience and adaptability that define not just my career, but every achievement for us all. This experience reaffirms my belief that every challenge, no matter how daunting, holds within it the seeds of opportunity. It’s up to us to nurture these seeds and watch them flourish into something even more remarkable than we could have imagined.
While I eagerly await the day I can return to the stage and engage with my audiences in January, I am grateful for this unexpected journey of patience, study, reflection, and growth. The next six weeks are not just a break from my routine; they are a crucial chapter in my ongoing story of personal and professional evolution.
While I wouldn’t wish a forced time of recovery on anyone, I am left to wonder what could a bit of planned pauses to accomplish these important aspects do for your personal and professional life?
In our fast-paced world, where challenges abound, and gratitude often takes a backseat, embracing the concept of “ThanksLiving” is more vital than ever.
My mentor, Grady Nutt, introduced me to this idea through his chapter “ThanksLiving” in a book of verse. The essence of ThanksLiving is not just about expressing gratitude on special occasions but living a life steeped in thankfulness every day.
Grady’s description of ThanksLiving as “an attitude that finds treasure in the plowed field of routine” resonates deeply — especially in current times.
We’re living in an era marked by significant challenges: political divisions, global pandemics, economic uncertainties, and social unrest. Amidst this turbulence, it’s easy to overlook the beauty of our daily routines, the quiet moments that bring us peace and stability. Yet, it’s in these routine aspects of life where we spend most of our time and where the seeds of gratitude can grow most abundantly.
In the United States, as we approach the Thanksgiving holiday, it’s customary to pause and reflect on our blessings. This tradition is more important than ever in our politically divided landscape. However, as Grady often reminded me, true gratitude extends beyond a single day. He encouraged me to slow down and savor life’s journey, emphasizing that the small moments often give the larger ones their meaning. This wisdom holds true in all aspects of life, particularly in times of loss and grief.
The value of a single day or a fleeting moment becomes starkly clear when we lose someone dear to us. Warren Zevon, while battling cancer, poignantly advised David Letterman to “Enjoy every sandwich.” When my wife, Sheri, was dealing with the effects of terminal ovarian cancer, it was the quiet moments on our deck sipping coffee that brought more meaning to us than when we saw the Mona Lisa in the Louvre or strolled the beaches of Maui. This sentiment echoes in the lyrics of the hit song from my great friends, Diamond Rio, in “One More Day,” underscoring the importance of cherishing every moment.
These reflections remind us that every day, every experience, no matter how mundane, has inherent value and is worthy of our appreciation.
As we celebrate Thanksgiving this week, let’s do so with the spirit of ThanksLiving. Let’s make gratitude a daily practice, not just a yearly ritual. In challenging times, adopting a ThanksLiving mindset can be transformative. It encourages us to find joy and meaning in our everyday lives, to appreciate the small things that often go unnoticed, and to maintain a sense of hope and positivity despite the difficulties we may face.
Grady Nutt beautifully encapsulated this sentiment when he wrote that ThanksLiving is about holding “a cup to the water of life…and drinking the mystery of ‘being’ with zest.”
This approach is more than just a philosophy; it’s a way of life that can help us navigate the complexities of our modern world. By embracing ThanksLiving, we open ourselves to a deeper appreciation of life’s simple pleasures, the resilience to face its challenges, and the ability to find joy and meaning in every moment.
Let’s not limit our gratitude to this single day. Let’s strive to live in a state of constant thankfulness, embracing the everyday miracles that surround us. By doing so, we can transform not only our own lives but also positively impact those around us, fostering a more empathetic, understanding, and connected world.
ThanksLiving is not just a concept; it’s a journey towards a more appreciative and distinctive life, one that we can all embark on, today and every day.
In the ever-evolving landscape of business, the delicate dance between honoring tradition and embracing innovation is a critical one. Are you so bound in the past that you fail to focus on the future? Or are you so forward-looking, you ignore the values and traditions of your previous work?
This past weekend, Tammy and I attended the Past National Officer reception at the National FFA Convention. FFA (formerly the Future Farmers of America) played the primary role in my training for leadership and in speaking. It was an absolute blast to reconnect with so many great friends. However, what struck me was that the organization had the National FFA Officer team of fifty years ago present the opening ceremonies for the 30,000 students — mostly of high school age — in attendance.
You might think that these kids wouldn’t want to hear six 70-year-old men perform a 7-minute traditional ceremony — but that would not be the case. They cheered as if their favorite team had just scored in the final seconds of the big game. The FFA members were displaying they knew an important lesson we should all learn.
As we reflect on the legacies that have shaped industries, it is imperative to pay respect to past traditions; they are the bedrock upon which we build the future. However, revering tradition does not mean we should be ensnared by it. The art is in leveraging the foundational principles that defined our yesteryears while pivoting with agility to meet the dynamic needs of today’s customer experience.
Consider Apple, a company that respects the innovative spirit of its co-founder, Steve Wozniak (a fellow member of the In Residence faculty at High Point University), yet is not shackled by its past. Apple continues to push the boundaries of technology and design, all while maintaining a user-centric approach that has been the hallmark of its brand since its inception. This is a prime example of a company that transforms consumer expectations into customer experiences, all without losing sight of its core values.
Similarly, Netflix, under the guidance of co-founder Marc Randolph (another HPU colleague), revolutionized the home entertainment industry. It started with a traditional mail-order service and then boldly transitioned to streaming, leaving behind its old business model to adapt to new consumer behaviors. Netflix demonstrates the quintessential transition from respecting the past – note, not remaining in the past – to pioneering future possibilities, thereby crafting an ultimate customer experience.
My client BMW is another brand that honors its tradition of German engineering excellence, while also being a frontrunner in automotive innovation. The company’s commitment to producing the “ultimate driving machine” remains unwavering, yet it simultaneously forges ahead with electrification and autonomous driving technologies. This fusion of heritage with futuristic vision exemplifies the balance of honoring tradition without being trapped by it.
As we navigate the waters of change, we should reflect on our traditions, not as an anchor, but as a compass.
Our history is a source of invaluable insights and principles that can guide our innovation. Yet, to deliver the Ultimate Customer Experience ®, we must be willing to disrupt the status quo, to challenge the traditional ways of doing things if they no longer serve our contemporary customer.
Businesses that excel in innovation understand that tradition is not a destination; it’s a part of the journey. They honor the past by building upon it, not by staying within it. They recognize that to be remarkable in today’s market, to truly stand out, they must deliver an experience that is not merely different, but distinct. This requires an unyielding commitment to the present and future needs of customers, with an innovative mindset that is always looking ahead.
The Ultimate Customer Experience ® is a blend of reverence for the past and bold strides towards the future. As leaders and businesses, let us honor our traditions by allowing them to inform and inspire our innovative efforts.
In doing so, we not only pay homage to our origins but also pave the way for groundbreaking achievements that will, in turn, become the cherished traditions of tomorrow.
In today’s hyper-competitive landscape, it’s an unavoidable reality that everything you desire—be it for your organization, your career, or your personal life—is within the control of someone else.
Whether it’s landing a coveted job, sealing a business deal, or achieving personal goals, someone else holds the key. This makes the pursuit of distinction not merely a lofty ideal but a practical necessity.
As I’ve written extensively, my research and experience clearly show that creating distinction is your golden ticket to ensuring you’re the choice that stands out.
In a study published in the Harvard Business Review, researchers found that companies with a distinctive brand message were twice as likely to attract consumer attention compared to those with generic messaging. This distinctiveness cuts through the noise and positions your company as the go-to source in its industry.
Similarly, a LinkedIn study reveals that recruiters spend an average of just seven seconds reviewing a resume. In those crucial moments, resumes that showcased distinctive skills and experiences were more likely to be.
For organizations, creating distinction often starts with a unique value proposition. According to a study by Bain & Company, companies with a strong value proposition experienced 4-8% higher revenue growth compared to their counterparts. But distinction doesn’t end there. Emphasizing a culture of innovation, providing exceptional customer service, or adopting sustainability practices can also set companies apart.
On the individual front, professionals who continually invest in skill development are more likely to stand out. A survey by PwC indicates that 74% of CEOs are concerned about the availability of key skills among employees. By homing in on these ‘gap’ skills – the “life skills” taught at High Point University that I’ve spoken and written about — one significantly boosts their chances of being indispensable to an organization.
Having a distinctive profile—whether as an organization or as an individual—adds a layer of resilience during tough times. For instance, research shows that during economic downturns, companies with strong brand equity recover nine times faster than their generic competitors.
Moreover, distinction paves the way for sustainable growth. The Edelman Trust Barometer revealed that 81% of consumers must be able to trust a brand to do what is right before making a purchase. (I’ll be a featured speaker at the Trusted Leader Summit in early November. As my friend, David Horsager, CEO of TrustEdge says, “Your biggest expense as an organization is a lack of trust.” For registration information, go to: https://trustedge.com/summit/ )
Distinction is the lever you can pull to swing doors wide open in your favor. By offering something uniquely valuable and continuously striving for excellence, you tilt the odds in your direction.
And in a world where someone else holds the key to what you desire, distinction ensures that you are too good to be overlooked.
