Friday, July 9, 2010

Fw: The Four Cornerstones of Distinction
McKain also noted that successful companies consider these four cornerstones in this particular order.
  1. Clarity: It is important to be crystal clear about who you are in the marketplace, what you do, and what makes you different, because you cannot differentiate what you cannot define.
  2. Creativity: Pick one specific area where you’re going to do something different from the competition. You cannot change everything: You should just pick one point with which you’re going to make a difference.
  3. Communication: Customers want statistics and investment figures, but they want that information placed within a compelling narrative.
  4. Customer Experience: What does it feel like to do business with your company? Consider that from the customer’s perspective.

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