When you sell a commodity, you differentiate through the uncommon.
Language, purpose, emotion, education, interaction, technology,
leadership, narrative, culture, platform, design, connection, interactivity, community,
service, soul, support, responsiveness, honesty and humanity.
These are the features that distinguish your organization, these
are the real reasons customers do business with you. Since there is never a
shortage of competence, what’s scarce, and therefore valuable and remarkable,
is this running imperative that drives your behavior, this nobility behind your
work and the posture with which you approach your interactions.
Next time you’re thinking about beating the competition on
price, try raising the value of your uncommon service.
Add something that cannot be bought or measured with money.
Otherwise you’ll just be another grain of sand lying on the beach.