Commoditization, is it happening to you?

28 11 2007

“We are living in an era where there are too many retailers serving too few customers and where there is no longer any brand loyalty or retail loyalty” Kevin Burke, President/CEO. The American Apparel and Footwear Association.

From this comment by Mr. Burke I believe the apparel and footwear industries are in the midst of an important struggle, to move away from their current status of a commodity business.

The winners will be those with strong design, distinct brand, and smart developed distribution systems. The same can be said for almost any current industry.

Too many retailers and points of sale? I doubt it. What I interpret from this comment is that there is intense competition between retailers, and instead of seeking exclusivity or innovation to attract and maintain customers, they are using the oldest,simplest trick known….lowering product prices and with it, the quality of the shopping experience.

It is a classic example of commoditization.

Manufacturers are also to blame. The rush to sell their product to high volume buyers insures loss of control of the marketing and retail channels.

The rush to sell everywhere, to everyone, at the same time allows and promotes price competition and price wars between the various manufacturers and retailers.

Too few customers? The real problem is overproduction. Current manufacturing focuses on high volume production and this encourages the standardization of product. The desire to reduce fixed costs drives manufacturers to seek out cheap world labor, increase productivity through mechanization (which encourages product standardization) and the outcome is a mountain of finished products, created all over the world, that are indistinguishable from one another.

Commodities. Most apparel and footwear companies focus on low cost, high volume manufacturing, they sell to wholesalers or retailers that also focus on volume. So suddenly branded products can be found in department stores, boutiques, grocery stores, flea markets and the Internet. The product is everywhere, consumers have learned that one should just look for it where the price is lowest.

This also makes it easier to pirate and sell a product to a growing network of sales outlets focused on offering a brand name for less.

No brand or retail loyalty?
If there is no customer loyalty (read as no perceived advantage to shopping with you versus the competition), and loyalty is important for continued growth, profit and success, then it’s time for a serious reevaluation of how one is doing business.

How can one stand out from the crowd, do something different and unique, and create a sense of exclusivity and prestige for the consumer?

This is the future.

Related Links

The easy way

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Are you listening to what the customer needs?

9 09 2007

I have been involved in a series of meetings with business owners regarding problems in their companies. 

Declining sales and market share due to international competitors, inability to compete or a decline in the entire industry sector are some of the reasons mentioned.

Solutions that were discussed and debated including cutting costs of raw materials, increasing worker efficiency, lowering logistics costs, streamlining the administration and related costs, government intervention and protection, outsourcing and even forming alliances with the international competitors.

What struck me as incredibly odd was that not once were the customer’s needs mentioned.

Not once did anyone mention creating new ideas, products or services for the customer.

There was no discussion of investing in new technology because “things are difficult now”.

There was never a comparison made between the marketing and promotion, branding or image of the competitors versus the company’s marketing, promotion, branding and image.  Why not? 

Every comment or observation focused on lowering production and logistics costs to the customer, never on increasing the benefits to the customer.

All that mattered is “how can I sell at a lower price”.

That’s right.  The entire future of these companies, and in some cases entire industries are focused on how make their products for less.  How to beat the Chinese, Indonesia or Brazil or whatever developing country has access to cheaper raw materials or labor. 

Common sense tells us this is not a viable, long -term solution.

Each of these companies has stated in their publicity, website and in their mission statements that their focus is on the customer and on customer service.  Why aren’t the customer’s needs and future needs part of the search for solutions when sales are declining?

If the customer really truly cares only about price, your product is a commodity. 

If the customer only cares about price, they don’t care about your company’s service, advertising and promotion, attitude or participation in their business.

If you really think that the low price will guarantee the sale, cut out the customer or technical service.  Take away financing.  Take away delivery and logistics.  Forget environmental and worker protection.  Reduce your inventories.   Standardize your prices and order sizes.   Cut down on sales and promotion. 

Call me when your sales skyrocket and the money pours in. 

I suppose it’s normal when sales fall, to attack costs, and costs are a fundamental element in being competitive in certain goods and services.

It is not the only element.  It may not even be the most important one for your customer. 

It probably is the easiest area to change quickly, and requires no investment.  People like easy solutions that don’t require investment. 

The relationship with your customer, the ability to meet their needs with your product or service and allow them to make a profit is what makes business click.

How well do you know your customer? 

What problems are they facing?

Is your contribution to their product important, significant or fundamental in their success?

Do they see you as simply a supplier of a commodity or an integral part of their supply chain and future?

Have you explored how you can work with them to make them more competitive?

Once this has been accomplished, bring the results to the boardroom and start the discussion of how to aid declining sales and deteriorating margin.

Don’t stop with the easy solutions.

Look for the difficult solutions, the ones that require compromise and long-term commitment.

Look for solutions that require investment of resources; time, money, and ideas. 

These are the solutions that the competitor focused on cost is not interested in. 

These are the solutions that will provide confidence and mutual opportunities for growth.





Broken promises

28 06 2007

“The best way to keep one’s word is not to give it.”  Napoleon Bonaparte

It’s too easy to make a promise.

We promise the customer that the product will work, solve their problem, and maybe change their lives.

We promise our coworkers that our part of the work will be delivered on time.

We promise our business partners and suppliers that we they can count on us.

We promise to follow up after the initial sales call, that we will always be there with customer service.

We promise that our priority is the customer and the customers satisfaction.

We promise to hit the sales goals and meet the budget.

All our promises are all full of good intentions, it’s what people want to hear, it’s what we want to deliver.

But, can we guarantee that we will deliver?

Never take a solemn oath.  People think you mean it.  Norman Douglas

The best way to ruin your reputation and lower your ability to lead and manage others is to promise something and not deliver.

We make a promise because it gives others confidence, it seems to make negotiations easier and it reflects our hope that all will go as planned.

“All promise outruns performance.”  Ralph Waldo Emerson

A common error of new managers and leaders is the perceived need to make promises to their organization and team.

Don’t promise it.

Promises are very powerful compromises, but extremely fragile and difficult to achieve.  Take care when offering them to others.  

In the place of promises, offer firm plans, describe actions and possible outcome, dedicate the time and resources required.

Do more than you say you will.

Perform, don’t promise.

“It is an immutable law in business that words are words, explanations are explanations, promises are promises but only performance is reality.”  Harold Geneen





Give this away

30 05 2007

Right now I’d like you to copy, paste, print, and send the following quotation to everyone in your company.

Post it on the front door and in the break room.

Put it on every desk.

“Maybe the reason it seems that price is all your customers care about is…… that you haven’t given them anything else to care about.” Seth Godin Seth’s Blog: Price

Send it to all your suppliers.

Sure to start some discussions, finger pointing and overdue dialogue about the product or service you’re providing.

What do your customers think they are paying for why they buy your product?

What do you want your customers to CARE about, and pay for, when evaluating the purchase of your product?

What are you doing to make this happen?

Related Links

Seth Godin’s blog: Price

The power of something extra

The Easy Way





Oil and water

30 05 2007

Oil and water don’t mix.

That’s what I believed until today.  Oil and water do mix after all

In an organization there are departments that don’t mix well, or not at all.  Sales, finance and production departments are notorious for having problems or “not mixing”.

Each of these groups has a different way of thinking, they create very different processes and final products, it makes sense that they will not agree to, or understand what the other departments are doing.

Tension, misunderstandings, frustration and chaos can result if left unattended.

Sales and marketing is concerned with creating or identifying demand for the product and negotiating an agreement.  It’s about people and relationships, emotions, taking advantage of opportunities, being creative innovative and adaptable, exploring new ideas, making sure the customer is satisfied.  Uncertainty is a large part of every business day.

Finance focuses on numbers.  What did we do in the past, what are we doing now, what will we need in the future and how do we reduce or eliminate our risk.  Structured, predictable, logical, they label everything.  Their evaluation and decision making is based on guaranteed outcomes and not on uncertainty.

Production is concerned with efficiency and is also numbers driven.  Processes are studied, analyzed and standardized in order to maximize control and eliminate  errors.  They prefer set plans and actively resist rapid or constant deviations and modifications.  Believers in contingency plans and backups, logical, not fond of uncertainty.

The goal is to acknowledge that every group is very different, with different points of view, and that these differences are essential to the success of any organization.

The entire system (organization) benefits from the interaction, questioning, and controls required by each department.

If there is total agreement, all the time, something is wrong.

Leadership’s role is to provoke, question, listen, analyze and push this chaos toward a goal.

Successful leaders know how to make oil and water mix,  and make it happen on a regular basis.

Related Links 

New Scientist – Oil and water do mix after all

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Leadership – who do you want to lead





Are you on the right team?

21 05 2007

 When the focus at work is on providing a great product or service to the customer (maximizing) the perceived value of the product is higher for the customer, and they are willing to pay more.

This translates into more profit for the company.

When our focus is on maximizing profit for the company, management tends to rush toward cost cutting and/or reducing product quality (minimizing) many times resulting in reducing perceived product or service value for the customer.

The customers may not buy your product now, resulting in less profit for the company.

It’s all about providing a product or service that will be appreciated, sought out and embraced by the market.

Creating a product or service that is valuable to the market.

The more people want YOUR product, the more money they will pay for it.

It’s about listening to customers, creating new ideas, innovating, and taking calculated risks based on your expertise and understanding of your business.

It’s not easy.  Creating has never been easy.

Success is not guaranteed.  In fact the higher the risk the higher the potential payoff and profits.

But it sure is more exciting and rewarding than cutting pennies off manufacturing, administration, sales and logistics costs.

It takes a different type of leadership, management and employees to make this happen.

What team do you want to work with, lead or manage?

Related Links

The 6 Fundamental Concepts Behind Every Successful Business

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Even governments market 





Start saving, buy now

27 04 2007

“Starting saving, buy now ”

That’s what the sign said.

Some marketers love this approach to sales.

Instilling a sense of urgency in the consumer, hinting that prices will never again be this low, and the added bonus that by spending money today you are actually saving money.

The marketer makes the assumption that the consumer wants to buy this product, but is waiting…for some reason.

Their hope is to push the decision-making process into the “buy now” arena, with the “threat” that prices may be rising soon.

It probably works with a consumer who is price oriented, and not too savvy in the world of advertising, marketing and promotion.

We all know that sale prices are part of a products life cycle.

Sometime, somewhere, some company or retailer will be offering the product at a discount.

Does anyone really believe that by buying now you will be saving money?

It seems to me that this advertising strategy insults the customers intelligence and common sense.

Perhaps I’m mistaken.

Maybe the businesses that use this advertising approach are really looking for customers that believe they are saving money by spending today.

Is there a consumer group out there that believes that “spending = savings” ?

Does this advertising “push” really help sales, company and brand image?

Related Links

The Easy Way

The power of something extra





Marketers beware

27 03 2007

This is embarrassing.

A Corporate public relations nightmare.

Incompetence at a very high degree.

I suppose it makes it more incredible and shocking that GlaxoSmithKline was caught in a lie about the ingredients of its product by two 14 year old girls in high school chemistry class.

Ribena caught out by schoolgirls 

How does a product get approved, manufactured, marketed and sold without someone asking if it really is what it is?

Where are the controls and communication between the production, the executive office and the marketing people?

What responsibility does marketing have to verify information and take responsibility for misleading the consumer?

This is fraud and unethical behaviour at an enormous level or incompetence at ridiculous proportions.

Adding insult to injury is the fine of USD $ 156,000.00 and an apology by GSK as the remedy.

Seems like a very small slap on the wrist for fraudulent advertising, incompetence and deceiving the public.

Perhaps that small risk and penalty is what drove them to take the decision to lie in the first place?

Related Links

CNN- Ribena caught out by schoolgirls 

How we react to unethical actions and behaviour

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How we react to unethical actions and behaviour

21 03 2007

There are a number of reasons why individuals and organizations refuse to perform in an ethical manner or raise their voice against unethical behaviour.

6 Reasons why we don’t object to unethical actions or behaviour.

1. Ignored and Ostracized. We will be eliminated from the “group”. Showing opposition to an idea that was created by someone with power or the power of persuasion can result in being ignored and left out of future decision-making.

2. Fear. Not on board with the company philosophy? You might get fired. Fear of unfavorable personal consequences.

3. Demoted. Will lose power, prestige, and income if you speak up or oppose the idea or practice.

4. Insecurity. Perhaps we are not sure if the means justify the ends. Inability to clearly see the situation as unethical or wrong.

5. Reward. We see a payoff (money, power, prestige) that overwhelms our sense of ethics. Justifying wrong in order to receive personal gain.

6. Lazy or uncommitted. Unwilling or unable to challenge the group or idea.

5 Reasons why we should speak up and question unethical actions or behaviour.

1. Be true to yourself. Stand up for your own beliefs.

2. Be a leader. Others in the group might believe the same thing, but are timid or afraid of voicing objections. Create a dialogue and open a discussion of the issues.

3. New point of view. The group might not have thought of the consequences, or not see the situation as an ethics related decision. Open their eyes.

4. Protect the organization. Your intervention might save the organization from scandal, embarrassment, legal and financial problems.

5. Clarify. If you are unsure, voice your concerns and let the group present their case in order to clarify and resolve any doubts that you might have.

Related Links

Is your company noble, moral, ethical or virtuous

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Corruption, bribes, mordidas and tips – Doing business in Mexico

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Is your company noble, moral, virtuous or ethical

15 03 2007

The terms noble, virtuous, ethical or moral seem out of date.

In fact they seem to be words right out of a fairy tale.   Words and  concepts that have faded away with the modern world and it’s complexity.

Perhaps it’s not cool to be labeled as virtuous, moral or ethical.

Is it because we live in a complicated world that has us making more decisions about the “gray areas”?

We don’t read about organizations being ethical or noble.   In fact we hear about unethical companies and employees much more often.

Business magazines doesn’t write front page articles about virtuous executives and CEO’s (I hope this is because it’s not popular and not because there aren’t any).

Are there any reasons to promote and reinforce these values in your organization?

Are there good reasons to avoid discussion of them?

Perhaps the fact that unethical behaviour is reported, and considered scandalous, is a clear signal that it is outside of “normal” business conditions and draws attention.

Let’s begin with definitions, that should clear up some of the confusion.

Moral – Conforming to a standard of what is right and wrong, correct, trustworthy.  How could anyone want to work with others who don’t know right from wrong and behave?

Ethical – Principles of conduct governing an individual or group, a set of moral values, a guiding philosophy, decent, respectable.   OK, this one sounds like it should be part of the package too.

Noble – Moral eminence and freedom from anything mean, petty or dubious in conduct and character.  In simple terms doing the “right thing” all the time, excellence.  If it looks bad, don’t do it…pretty good advice and words to live by.

Virtuous – Implies moral excellence in character.   Not only knows good from bad, and adheres to it, but is exemplary in their behaviour and practice of their beliefs, honest, good, without reproach.  I can’t find any customer, shareholder or employee who wouldn’t want their company to be virtuous.

Which of the terms can your company live without in their employees?

Are any of these characteristics that should be found and promoted in your management and leadership?

Which of these concepts and behaviours are important to you, your customers and your organization now and in the future?

Do you have a written policy in place to promote, identify, and create noble employees and a virtuous organization?

Do you point out and recognize when a person or organization has done something noble, virtuous or ethical?

Related Links

Corruption, bribes, mordidas and tips – Doing business in Mexico 

Where do you draw the line 

The future of our entry level workforce – gloomy





Using positive reinforcement to win customer loyalty

22 02 2007

We respond positively to positive feedback, recognition, and reinforcement of our behaviour and activities at work or home.

We get angry or lose interest in an activity, goal or organization if we don’t receive this “pat on the head” or “cheer-leading” on a continual basis.

Our customers also need reinforcement and recognition in order to maintain their motivation and good feelings toward your company or products.

What are you doing to make sure they get it?

Does the customer feel like you are just “going through the motions”?

Does it feel real?

Are you really showing that you care?

What sets you apart from your competitors AFTER the sale?

Related Links

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The point of no return

18 01 2007

The hardest part of decision making is passing the “point of no return“.

While the situation is being analyzed we’re safe.

Wacky, imaginative and wild solutions can be discussed and their impact and effect weighed and discussed. But it’s theoretical, it’s safe.

The minute we have to make the decision, take responsibility for the action and outcome, then we enter into scary territory.

The key to decision making is to get the momentum, confidence, courage and motivation in order to pass the point of no return.

I’m not saying that your decision will always be correct. But what is important is to make a decision and not spend hours, days and weeks agonized and postponing the process and decision.

Picture yourself on a diving board. High above the water. It’s scary to think that you may not perform the dive perfectly. A belly flop would be embarrassing and painful.

There are three options available.

  1. Stay where you are, agonizing over the decision to jump.
  2. Go back down the ladder, let someone else jump.
  3. Jump.  Leave the diving board, cross the point of no return, make the dive.

When we are sure of our abilities and understanding due to good research and experience, we have confidence.

When we are not afraid of making a mistake, we have courage.

When we know the decision is important and necessary in order to keep things moving and get on with other activities, then we are motivated.

Focus on the task and problem, create the solutions and make the decisions on time.

Push yourself to pass the point of no return quickly and with confidence.

Jump.

Related Links

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How to determine who is your best customer

21 12 2006

How do you determine who is your best customer or best employee?

The usual method is by analyzing revenue or sales.  The customer who buys the most, or generates the most profit is the best customer.

We almost never pin the “best customer” award on the client who pushes us, complains and forces us to change, unless they meet the sales volume or profit test.  It is exactly the “uncomfortable” customer who may be providing the new ideas required in order for your organization to survive in the future.

The same criteria applies to your employees and staff.  Who is the “best employee”?  Is it the conformist, the one who never makes any waves, never creates conflict or challenges your ideas?   The disruptor, the individual who questions and challenges the status quo,  might be your organizations best friend.

There are three types of organizations; one that creates the future, one that adapts to changes in the future, and one that fails to survive.

Your “best” customers and employees should be helping you prepare for tomorrow, not just sustaining your operations today.

Related Links

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What does it mean to be a World Class business

5 12 2006

The CFE in Mexico (Federal Electricity Commission) has the slogan “Somos un empresa clase mundial” (We are a world class business) emblazoned on their vehicles.

What does “world class” mean in today’s global economy?

Why promote yourself with vague phrases and empty words?

Why participate in the game “I’ll tell you how great I am, and you pretend to believe me”?

“World class”, “leader”, “the world’s greatest”, “the best”, are examples of adjectives that no longer have marketing impact.

Self promotion and hype might even work negatively on the consumer.

Don’t tell people how great you are.

Tell them and teach them what you or your product can do.

Show them, surprise them and amaze them with your product or service.

Don’t pin the medals on yourself. Let your customers do it.

Related Links

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Lessons in international business – negotiations

17 10 2006

Observations on how to create trust, effective meetings and excellent negotiations with overseas customers, suppliers and partners.

  • Whenever you are involved in international negotiations or global meetings keep in mind that you might be working with the same person for the next 10 – 20 years.
  • Negotiations should be open and straightforward.  Hidden agendas will eventually be discovered and make the next meeting very difficult.
  • Negotiations should involve creating value for both parties.
  • Meetings are important moments where trust is being built and confirmed.  Be honest and clear about your desires.
  • Never agree to something you cannot deliver or perform.
  • Listen, understand and evaluate what your partner is requesting.   What are they saying, and what does it mean.
  • Be certain of what you are negotiating and agreeing to.  If not 100% sure, stop and request clarification.
  • Prepare for the meeting several weeks before it happens.  Refresh and add information weekly.  When you reach the meeting, you will be in control of the information and feel comfortable during the talks.
  • At the end of the meeting, write down the most important points or agreements, with names and dates, and have it signed by those present.  This little tip will save lots of time and trouble for everyone involved.
  • Any agreement must have 100% follow-through.  If for any reason problems arise in the follow-through, immediately contact and communicate the situation to your partner.

Related Links

How to negotiate with Mexican business people

Great international business trip results





Great International Business Trip Results

16 10 2006

In any international relationship communication and understanding are critical for success.

Problems created by; language, stereotypes, misinformation, lack of information, and cultural misunderstandings combine with normal business problems to create a complicated scenario for anyone involved in international relationships and global business.

Prepare your international meetings and business presentations using the following questions as a guide to organize your ideas and focus on actions that will produce positive results for everyone involved.

6 Questions – Create Great International Business Trip Results

  1. What does this organization know about me, my company and my country?
  2. What do they think they know about me?
  3. What can I tell them that they do not know?
  4. What do I know about my international partner, culture and country?
  5. What do I think I know about this business, culture and country?
  6. What can they tell me that I do not know?

1. What does this organization know about me and my company. When you walk in the room an opinion has already been formed about you, your organization, and your ability to perform in the future. These ideas are based upon facts, information and past experience.

  • What has been the history of our relationship in their country?
  • Who has been involved in our mutual business, and why?
  • What promises have been made and kept by both?
  • What promises have been made and not delivered upon?
  • What have the major problems and success been in the past?
  • Press and media, our organizations promotional material.

2. What do they think they know about me. Clarifying the unknowns or presumed realities in a relationship is crucial to success. These ideas may be very damaging and limit your ability to trust one another. What stereotypical behaviour can you avoid or prevent? What can you clarify or refute through information or actions?

  • Behaviour and reacts based upon past experience with your organization.
  • Rumour and innuendo, press and media reports.
  • Negotiation styles.
  • Business objectives.
  • Behaviour, goals and methods of doing business based upon country and cultural stereotypes.

3. What can I tell them that they do not know. Today’s business world requires trust, information and solutions. Reinforcing your need to work with your international partner, providing important information or solutions, and clarifying misunderstandings can only help the relationship.

  • Clarify or destroy cultural stereotypes.
  • Clarify business objectives and why they are important in order to reach these objectives.
  • Provide solutions and alternatives to existing situations and challenges.
  • Provide information of value for their business and strategy.
  • Clearly identify current or potential business problems.
  • Predict and have answers ready for their questions.

4. What do I know about my International partner, culture and country? What do I know is true and not innuendo or interpretation? The numbers, facts, information, agreements and past performance history of the business. Information about the country and the business culture.

5. What do I think I know about this business, culture and country? What preconceived ideas and stereotypes are you working with? What are you assuming and what has been proven?

6. What can they tell me that I do not know? What questions do you need to ask in order to verify information or create plans. What pieces of your information puzzle are missing? This is the time to get your questions answered, what are they?

Related Links

Cultural misunderstanding it can happen to you

Stereotypes and global business

Create great international business relationships

16 Essential questions – the international business traveller’s quiz

Lessons in international business





The easy way

9 10 2006

Despite all the attention on the power of marketing in order to create and maintain a successful product and business, there are still many organizations and people who don’t want to, or don’t know how to market their products.

They want others to buy their product because they are less expensive than the competition.

It’s the easiest way to sell, requires no planning, no marketing, no effort on the part of the salespeople or the organization. Quick short term results.

Everyone is in the market with the same goods, all screaming and shouting for the customers attention. The customer finds the seller by accident or luck, and proceeds to bargain and negotiate for the lowest price in the market. Very colorful.

It shows a lack of responsibility, lack of marketing, and lack of imagination on the part of the seller.

The owners say: “We need more profit, cut costs and sell more”.

The sales managers say: “We can sell more, but the product is a commodity, what can we do, cut the costs and we can corner the market”.

Production says: “We’ll cut costs, get cheaper raw materials and tweak the design”.

Buyers tell suppliers: “We can try your raw materials or products and see if the market accepts that price, but you have to give me a better price if you want me to buy more”.

Salespeople tell the sales manager: “I don’t know if I can meet that sales quota, it’s not up to me, it’s up to the market to decide”.

Salespeople tell the customer: “We’re cheaper than the competition, buy now”.

The competition is doing the same thing you are.

The customer faced with similar products and lack of information says: “Give me the one that costs less”.

Where was the marketer during all this?

What should they have been doing and saying to the organization and the customer?

If your product isn’t distinct, different or better than the competition. If you are not educating your customer about the advantages of your products and services. You will never have to the chance to market your products.

You will only be able to offer them for sale.

Related Links

Seth’s Blog: Cheaper

The power of something extra

Sales and marketing terrorism





The power of something extra

5 10 2006

Here is a simple but powerful rule – always give people more that what they expect to get.” – Nelson Boswell

What defines an exceptional leader, a great manager, a super business, or remarkable experience? Something extra.

There are two words (one French and the other Spanish) that convey and represent the concept of something extra, lagniappe and pilon.

Lagniappe (hear it) is the word commonly used in Southern Louisiana and Mississippi. It’s defined by the American Heritage Dictionary as an extra or unexpected gift or benefit.

Pilon is the Spanish word used in the southern US and Mexico to describe a gratuity given by tradesmen to customers settling their accounts, it’s something extra, and not expected.

Incorporating something extra in our actions, results and as a business philosophy can be incredibly powerful.

Something extra:

  • forces creativity and innovation.
  • demands clear understanding what is expected of us by others.
  • focuses our attention of adding value, and not on cutting costs.
  • is positive.
  • is rewarded with good will and positive reactions.
  • will lead to continual improvement.
  • is fundamental to continued success.

Something extra is all about the little things and details.

Something extra is not just something “free”, it must arrive without anticipation, unexpectedly in order for it to be special and make an impact.

Something extra allows you to surprise the customer.

Something extra will make think about your results and expectations. It will make the difference between simple compliance and outstanding results.

Something extra will make you and your results different from all the others.

Embracing something extra and applying it on a daily basis, will make you great.

Giving something extra is not a difficult task. It’s all about applying small acts of innovation and creativity to your results, especially for routine and day-to-day tasks.

The power of something extra can change your life, your products, your processes and how others perceive you.

“If you want to be creative in your company, your career, your life, all it takes is one easy step… the extra one. When you encounter a familiar plan, you just ask one question: What ELSE could we do?” Dale Dauten

Related Links

Motivation – Heroic moments

What defines an exceptional leader





Customer driven or customer ignorant

5 10 2006

“When people talk about successful retailers and those that are not so successful, the customer determines at the end of the day who is successful and for what reason.” – Gerry Harvey

Talking about it or Doing it.

  • There are organizations that talk about serving the customer.
  • There are organizations that do what customers want.

Enemy or Friend

  • There are organizations that perceive and react to the customer as an adversary.
  • There are organizations that listen to, seek out and embrace the customer and the customers ideas.

Products or Solutions

  • There are organizations that create products and services because they can, and hope that the customer will find them.
  • There are organizations that innovate and create better products and solutions for the customer.

Now take the word “organizations” and replace it with “governments”.

“This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back.” – John Ilhan

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Cultural misunderstanding, it can happen to you.

15 09 2006

When we think of industry leaders in marketing and branding, Disney comes to mind. Geniuses in promoting their brand. Magnificent marketers. Leaders in the theme park industry. Universally recognized brand.

What could possibly go wrong with their expansion into Hong Kong and the Asian-Pacific market? Cultural misunderstanding.

Expansion into international markets and working with other cultures has created unforeseen headaches and problems for Disney once again. Disneyland struggles in Hong Kong

This is not the first time Disney has encountered cultural problems in international projects. EuroDisney also suffered from problems related to culture and customs that were not predicted or not taken seriously.

Disney is not alone. Virtually all organizations seeking to export and participate in international markets face steep learning curves about culture, customs and manners. Mistakes are made, at times very costly mistakes.

The lesson to be learned is to spend the time and money to understand your international markets and the culture where you will be doing business. It’s not enough to understand your brand and current customers. Never underestimate any cultural factor, and never assume that your model, project or way of life will be embraced fully and without reservations.

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