The Collapse of Distinction

The Collapse of Distinction by Scott McKain is an excellent book for business owners and managers, as well as all marketers.

McKain provides a wealth of valuable information essential to business decision-makers in nearly any organization, irrespective of size or field. He asks businesses respond to the question, "Can your customers tell the difference between you and your competition?" This is essential to stand out and move up while your competition fails. If the answer is "No," "I have no idea," or "Unfortunately, yes," then you must adapt to survive. In the current environment of global competition coupled with the ferocity of modern business in most areas, consumer perception of "sameness" can be fatal to a business. With competition and globalization only increasing, McKain warns that "distinction" is increasingly essential for virtually evey business.

How this "collapse of distinction" came about is a pattern McKain so ably analyzes. He points out that the classical "meet and beat the competition" approach to business has resulted in compelling "sameness." Businesses too often look at the competition and determine to "meet" them and "do them one better." This results in an endless process of each business in a sector meeting the competition and "doing them one better." Too often the result is trying to "out-McDonalds" McDonalds--a fatal exercise. He presents this and other examples of "meeting and beating" the competition.

McKain points out that the essential mind-set for a business to take is to establish a distinct position in the marketplace that is clearly definable and clearly presented to the consumer. This position is also one that is sustainable and that the business pursues relentlessly.

But can a business be continually creative and innovative about a common product or service? He points out that the business should design and emphasize the "Ultimate Customer Experience (UCE)." He recommends this process. First, ask this question: "What would happen if everything went exactly right?" Next, if at all possible and to the extent possible, involve your clients in the process of creating the UCE. Ask them "If you could describe the ultimate experience of doing business with an organization like ours, what would that be?" The additional steps, as well as these, are best discussed with the company's "story." The key point is, that almost any organization, product, service, and even individual can "stand out"--be distinct or unique--if there is at least one of the four cornerstones--preferably all--in place. These are product, service, approach, and experience.

He discusses such businesses as McDonalds, Starbucks, Enterprise Rent A Car, and others to illustrate how they have established distinction or uniqueness in their respective marketplaces.http://www.blogger.com/img/blank.gif

The Collapse of Distinction is an essential book for any marketer's, business owner's, or business manager's library, not only for the information McKain provides, but for the essential attitude and direction it gives a person in any of those critical positions in business.

Thomas Nelson has taken its own position of distinction in the publishing industry by introducing its "Nelsonfree" products. Those who purchase this, or any of its other books in the series, can go to www.thomasnelson.com/nelsonfree, provide a name, e-mail address, and an ISBN number, and download free content that includes the ebook and an audio version of the bound book. In other words, if you buy the book, you get the book's content in all popular forms. What a unique position of distinction in the publishing industry.