To Be Distinctive, Be Different

There are many ways for a business to ‘stand out from the crowd’. One approach is to give your customers more of what they ask for. If others are fast, you go faster. If others are clean, you be cleaner. If others are cheap, you can discount deeper. If your competitors offer a lot, you offer even more.

This approach has obvious problems. First, your top position can be overtaken by anyone else offering ‘even more’. Second, the cost of escalation can become overwhelming. You need happy customers but healthy profits, too.

A different approach is worth your time and effort: Find completely new and different ways to surprise, intrigue, support, nurture and delight your customers.

For example, international airlines compete on big seats, quality service, good wine and movies. But Virgin Atlantic was first to offer neck and shoulder massages on all long-distance flights. They stand out in the airline crowd.

Most quick-service restaurants provide clean counters, fast delivery and low prices. But McDonald’s put enormous, colorful slides for children inside their restaurant buildings. McDonald’s french fries are made from potatoes, much like everyone else’s. Their play space stands out in the fast-food crowd.

How many times have you left your tube of toothpaste wet, wrinkled and gooey on the bathroom sink? Procter & Gamble helped solve the problem with the first standup toothpaste tube. Their toothpaste container stands out from the crowd.

The Garden Café in Dubai serves many customers who are bachelors, always on the move and short of time. So the Café provides a lunch and dinner buffet of good food and drinks, but also irons your shirts and shines your shoes while you eat!