When I was in grade school I read “A Wrinkle in Time” by Madeleine L’Engle. I identified with the heroine Meg Murry and was fascinated with the tapestry of science fiction, fantasy and Christian theology woven throughout the book.
The reason I identified with Meg was because she was different, a misfit of sorts, and always up for an adventure. “A wonderful aspect of ‘A Wrinkle in Time’ is its celebration of the different,” author Katherine Paterson wrote in the introduction to the 50th Anniversary edition. “In fact, hell, as it is embodied on Camazotz, is being exactly like everyone else,” as outlined in an article in the Wall Street Journal on April 17, 2015.
So in our quest to differentiate our businesses, why are we so focused on sameness?
- Six Sigma
- Lean
- Agile
- Competitive Intelligence
- Scaling
- The Cloud
- Short-term results
In order to truly differentiate your business there are a series of choices that you need to make, that, when integrated, presents a powerful force in the market. Additional details on the following concepts can be found in Playing to Win by A.G. Lafley and Roger L. Martin.
Your Uniqueness
What is it about your company that makes you unique? Don’t go to the obvious answer, but really think about it. It’s easy to say our products and/or our services. Perhaps what really makes you unique is your culture, your business model or your delivery mechanism. What is it for you?
Your Playing Field
Where do you currently play (geography), and is that where you should be playing? Is your target market the right target, or do you need to move up market or down market?
Your Winning Proposition
How will you win in your market? Don’t just focus on product and technology. Often they are not enough to lead to success. You want to find a way to win and not just compete. Many times, innovation across the business model is what is needed to win.
Your Core
Some of the companies I work with think they need to be something they are not to reach the next level, but that’s not the case. If you focus on your core strengths, your uniqueness will be evident. Much like working core exercises so that your body can operate more efficiently, you may find your company can do even more than you imagined. What are your strengths and how can you leverage them to become even stronger?
Rather than focus on sameness, what choices do you need to make in these arenas to be a powerful force in the market?