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.
What do you do when you find yourself in a downturn?
No one enjoys this situation – and often, the result is that we start marketing obsessively, creating an appearance of desperation for business. Ironically, no prospect or previous client is attracted to a company that seems to be hurting for customers.
Instead, we need to consider a more guided and reassured approach.
Within the professional speaking segment of my career — as opposed to the consulting and education/training aspects of what we do — I’ve noticed that spring often brings a bit of a slowdown in activity. A smaller number of conferences and conventions are held when school is not in session, and families are taking vacations, so we typically get fewer calls in the spring to book speeches for meetings in the summer months. (It’s why the National Speakers Association has always scheduled their annual convention in the summer!)
And 2024 is part of the four-year cycle of both a Presidential election here in the States and the Olympic games occurring in the same year. This often means that keynote slots usually filled by professional speakers will now go to political analysts and successful athletes.
Is there a typical time when you experience a lull in your business?
It’s tempting to view these quieter periods as detrimental. However, it’s crucial to recognize them for what they are: seasonal adjustments, part of a natural ebb and flow in the cycle of business.
Understanding the patterns of our professional landscape can transform how we perceive and react to these lulls. Instead of succumbing to frustration, we can view them as an opportunity to regroup and realign our strategies. Here are four approaches to re-motivating oneself during these slower periods:
1. Strategic Planning and Goal Setting
Use the quieter times for strategic planning and setting new goals. It’s an opportune moment to reflect on your business’s direction, evaluate past performances, and set clear, achievable objectives. This is not merely about continuation but a strategic recalibration to ensure that when the pace picks up again, you are ahead of the curve.
2. Skill Enhancement and Learning
Slow periods are ideal for personal and professional development. Whether it’s attending online workshops, reading the latest in your field, or learning a new skill that can add depth to your offerings, the investment in your growth will pay dividends when the demand picks up.
3. Strengthening Connections
Networking doesn’t only have to occur in peak business times. Reaching out to your network, checking in on colleagues, or even setting up informational interviews can foster relationships that yield future opportunities. This is also a perfect time to collaborate on new ideas with peers. Knowing you aren’t alone in this situation can provide assurance, as long as it does not become a “woe is me!” conversation. My mastermind group meets every summer – and a small group of pals and colleagues meet on Zoom every week. We help keep each other motivated and encouraged.
4. Innovative Experimentation
With more time at your disposal, experiment with new ideas that you wouldn’t during busier periods. Whether it’s a new marketing technique or a fresh topic for your speaking engagements, experimentation can lead to innovation and renewal. It was during a slower period in speaking that I created the concepts that became my bestselling book, “ICONIC.” You never know where your experimentation might lead!
Reflecting and Renewing for Enhanced Relevance
Reflecting on past successes can indeed be a double-edged sword, particularly for seasoned professionals who might worry about remaining relevant in a rapidly evolving market. Here’s how to reflect on your achievements and use them to foster continuous renewal:
Analytical Reflection: Examine your past successes to understand the qualities that distinguished you then and consider how these can be adapted or expanded upon to meet current trends and expectations.
Feedback Loops: Engage with peers, mentors, and trusted clients to get feedback on your current offerings. This can provide insights into how the market perceives your relevance and where there might be opportunities for innovation.
Personal Branding: Update your personal branding to reflect both your legacy and your adaptability to current market demands. This shows that while you respect and acknowledge your past work, you are also fully engaged with your industry’s present and future.
Continuous Learning: Embrace a mindset of continuous learning and curiosity. Being open to new ideas and approaches not only enhances your skill set but also signals to your industry that you are a dynamic and evolving leader.
Embracing Reverse Mentoring for Fresh Perspectives
Another powerful strategy I’ve employed to stay engaged and relevant during quieter times is reverse mentoring.
This involves partnering with younger professionals who not only value my experience but also challenge my thinking with their fresh, generationally unique perspectives. Here are four reasons why reverse mentoring is a critical element of staying motivated and relevant:
1. Cross-Generational Insights
Reverse mentoring allows for an exchange of ideas across generations, fostering a deeper understanding of emerging trends and consumer behaviors that are shaped by younger demographics. This can be particularly valuable for tailoring our strategies to meet the expectations of a broader audience.
2. Challenging Established Norms
Young professionals often bring a different approach to problem-solving and innovation. By engaging with reverse mentors, seasoned professionals can challenge their established norms and potentially outdated methods, ensuring that their strategies remain dynamic and adaptable to new market conditions.
3. Fostering Inclusivity
Reverse mentoring encourages a culture of inclusivity by validating the contributions of younger team members. It demonstrates a commitment to hearing diverse voices within the organization, which can inspire loyalty and a positive work environment.
4. Mutual Benefits
While reverse mentoring is designed to benefit the more experienced professional, it’s a reciprocal relationship. Young professionals gain from exposure to the seasoned insight and strategic thinking of their mentors, enriching their professional growth and understanding of the industry.
Incorporating reverse mentoring into your professional life not only bridges the gap between generations but also injects new zest into your career.
It’s a testament to the idea that learning and motivation are lifelong processes, invigorated continually by new challenges and perspectives.
Every professional will experience cycles of peak activity and slower periods. The key is to use these quieter times as strategic periods of growth and development.
By embracing these lulls as opportunities for strategic planning, learning, and innovation, you can ensure that you remain motivated and ready to meet the challenges and opportunities of your next busy season.
One common theme I’ve observed among successful organizations—from those directed by young entrepreneurs to major corporations to highly distinctive educational institutions—is their ability to differentiate themselves from their competitors.
From Apple to High Point University, from LPL Financial to BMW, they understand that customers don’t choose them for their similarities to others in the market but rather for the unique qualities that set them apart. These businesses have not only thrived but also inspired others with their success stories.
When you look at your business, ask yourself: what makes you different?
This is the key to attracting and retaining customers who value what you bring to the table. By identifying and leveraging your unique qualities, you can open a world of opportunities and potential growth for your business. Here are five steps you can take:
Innovation is a powerful differentiator. Customers are drawn to businesses that constantly push the boundaries and seek new ways to solve their problems. If you can demonstrate that you’re at the forefront of your industry, always exploring cutting-edge solutions, you’ll stand out from the crowd.
Personalization is another critical factor. A human touch goes a long way in a world of automated responses and generic customer service. I tell the story of a distinctive cab driver, “Taxi Terry.” Part of what made the experience with him distinctive was his effort to take the time to listen to his customers, understand their individual needs, and tailor his approach accordingly. Show your customers, prospects, and employees that they’re more than just a number to you.
Trust is the foundation of any strong business relationship. As one of the keynote speakers at this year’s Trust Summit organized by my great friend, David Horsager, we had the opportunity to explore how his extraordinary “Pillars of Trust” are congruent with my “Four Cornerstones of Distinction.” You can’t build distinction in a culture of distrust. Be transparent in your communications and act with integrity in all your dealings. Your customers will appreciate your honesty and will be more likely to choose you over competitors who may prioritize short-term gains over long-term relationships.
Flexibility and adaptability are also crucial. The business landscape constantly evolves, and your customers’ needs may change over time. Be willing to adjust your approach, customize your offerings, and find creative solutions to new challenges. Show your customers that you’re a flexible partner they can rely on.
Finally, don’t underestimate the importance of community involvement. Customers increasingly want to work with businesses that share their values and are committed to making a positive impact. By actively engaging in local initiatives and supporting causes that matter to your customers, you’ll demonstrate that you’re more than just a business – you’re a valued member of the community.
Your customers will choose you for your differences, not your similarities. Embrace what makes you unique.
Don’t try to be a copy of your competitors. By focusing on innovation, personalization, trust, flexibility, and community involvement, you’ll create a distinctive approach that sets you apart and attracts customers who appreciate the value you offer.
Remember, your differences are your strengths.
Celebrate them, communicate them, and use them to build lasting relationships with your customers. Distinction is the path to long-term success and growth.
In today’s hyper-competitive business landscape, an organization’s success hinges on its ability to stand out from the crowd.
Therefore, as a leader, it is not enough for you to simply manage your team and ensure smooth operations. To truly excel, you must inspire and empower your team to create distinction in every aspect of their work.
This foundational perspective on leadership is crucial for driving organizational success and separating your company from the competition. I fervently believe—and this is supported by my experience and research—that creating distinction is the key to organizational success, profitability, and creating the kind of culture that inspires the retention of your best customers and employees.
At the core of this leadership approach is the belief that distinction is not just a top-level concern but rather a responsibility that should be embraced by every department and individual within the organization. Leaders must effectively communicate this vision and provide their teams with the tools, resources, and support they need to innovate and deliver exceptional results.
One of my favorite examples is the Fairmont Scottsdale Princess, a renowned resort that has successfully created distinction in a crowded market. Rather than focusing solely on creating a distinctive resort as a whole, the leadership team with CEO Jack Miller broke down the goal into meaningful elements, such as crafting a distinctive check-in experience and providing distinctive housekeeping services. By empowering each department to contribute to the overall goal of distinction and the Ultimate Customer Experience ®, the resort was able to create a truly memorable and differentiated experience for its guests that has made it the most profitable of all Fairmont properties.
As a leader, it is essential for you to foster a culture of continuous learning and improvement within your organization. Encourage your team members to seek out new ideas, best practices, and innovations that can help set your company apart. Provide opportunities for professional development, cross-functional collaboration, and creative problem-solving. By investing in your team’s growth and development, you not only enhance their individual capabilities but also strengthen the organization’s ability to create distinction.
Moreover, leaders must lead by example and demonstrate a commitment to distinction in their own work. This means consistently pushing boundaries, challenging the status quo, and seeking out new and better ways of doing things. By embodying the values of innovation, excellence, and differentiation, leaders can inspire their teams to follow suit and contribute to the organization’s success.
The pursuit of distinction should be a top priority for any leader looking to drive organizational success in today’s competitive landscape.
By inspiring and empowering your team to create distinction in every aspect of their work, you can set your organization apart from the competition and achieve long-term success.
Remember, distinction is not just a goal but a mindset that should be embraced by every member of your organization, from the front lines to the executive suite. You can lead your team to create distinction!
In business and leadership, the pursuit of distinction and the delivery of the Ultimate Customer Experience® are paramount. Yet, a pervasive challenge that I’ve observed in several organizations threatens to undermine these objectives: the echo chamber effect.
This phenomenon, where similar thoughts and ideas circulate and reinforce themselves within a group, can stifle innovation and lead to a narrow-minded understanding of customer needs. This issue is particularly concerning in today’s diverse marketplace, where understanding and catering to a wide array of customer preferences is crucial for standing out and driving success.
The echo chamber effect is not just a social or political phenomenon; it extends deeply into the business world.
Leaders and teams often fall into the trap of designing products, services, and experiences based on their personal preferences and biases rather than on a deep understanding of a diverse customer base. This inward-looking approach can lead to the disconnect I wrote about in my book, “What Customers REALLY Want,” between what businesses offer and what their customers crave.
For instance, web designers may create complex, cutting-edge websites aimed at showcasing their technical prowess to peers, neglecting the ease of navigation and accessibility for the average user. Similarly, product developers might focus on features they find innovative or exciting, overlooking the practical needs and preferences of their target audience.
At some point, I think most of us have been on a website or using a product and thought to ourselves, “How do I work this damned thing?”
This misalignment not only hampers the customer experience but also erodes the competitive edge businesses strive for.
The echo chamber effect also reveals itself in the people we choose to surround ourselves with. In the quest for racial, gender, and other forms of diversity, it’s crucial to remember that cognitive diversity is equally important. Bringing together individuals who think differently, challenge the status quo, and offer unique perspectives is vital for fostering innovation that creates distinction and delivers ultimate experiences that resonate with a broad customer base.
Yet, often, businesses prioritize typical diversity metrics and ignore deeper, impactful cognitive and experiential diversity.
Breaking free from the echo chamber requires deliberate and strategic efforts.
It begins with cultivating a culture of curiosity and openness, where questioning and challenging the norm is encouraged.
Leaders must actively seek out and listen to voices that differ from their own, ensuring that decision-making is informed by a multiplicity of perspectives.
This involves not just listening to diverse team members but also engaging directly with a wide array of customers to understand their needs, preferences, and pain points.
Leveraging data and analytics can provide objective insights into customer behavior and preferences, helping to counteract subjective biases. Regularly testing and improving on products, services, and experiences with real users from diverse backgrounds can help ensure that you are meeting the actual needs of your customers rather than what you might presume those needs to be.
The echo chamber effect poses a significant threat to the creation of the Ultimate Customer Experience® and the pursuit of distinction in business.
By recognizing this challenge and taking proactive steps to foster diversity of thought, engage with diverse customer bases, and leverage data-driven insights, leaders can steer their organizations away from the echo chamber and towards a more inclusive, innovative, and customer-centric future.
This not only enhances the customer experience but drives sustainable growth and distinction in your competitive marketplace.
If we can assist you by bringing fresh perspectives and helping you escape the echo chamber, we would love to connect! Contact Shelley at shelley@scottmckain.com.
