Get into the one-of-a-kind business!

One of the best experiences you create is through customization.

One of the worst ones is created through generalization.

When we tailor our information, services and products to someone’s individual situation, we make a real connection. I have learned this recently in both my blogging and speaking life. Often, it is easy to generalize a piece of advice with the “your results may vary” type disclaimer. That is not enough.

In our new IPOD-individualized experience world, you need to deliver one-of-a-kind services. To do this you must:
* Research the audience/client needs, context and desires
* Break them down into specific groups (example: sales pros who want to stay on top)
* Throw out your general messages and vanilla products and replace them with a set of custom products that can only make sense to the targeted group.

You will be surprised how few of these custom products or messages we actually offer. No matter what business you are in, you can apply this to your sales, service or marketing. By customizing, you create a great experience that tells your audience or market that you care enough to listen, learn and adapt to them.

Recommended read: Markets Of One by Pine and Gilmore (who also wrote The Experience Economy and Authenticity)

Comments

[Liza Cunningham]

Tim,

Great post. This relates to a recent discussion we had about niche markets; and how to be both broad and narrow. Your point about throwing out the generic/vanilla ideas is similar to what we labeled the "Kitchen Sink" approach. Kitchen Sink products are trying to be all things to all people, and in doing, are not terribly useful to anyone.

http://cognomen.typepad.com/power_of_one_blog/2008/06/to-niche-or-n-1.html

Having worked with many development teams, I've observed how the creative process drives people to add more features, rather than subtract. The excitement of brainstorming every possible new option for a product becomes the product's downfall. Its a curious challenge, how to allow the creative process to flourish, without over-thinking. The ability to edit, and/or willingness to throw away, is perhaps the greatest saving grace for a product.

Liza

[Howard Cox]

Tim,

Thanks for the post!

I have been preaching for years that every organization should strive to create a virtual monopoly. This is accomplished by focusing on a unique and compelling value proposition for your targeted customer.

This concept seems foreign to most at first and they think I am exaggerating for effect or maybe even crazy.

I believe it is quite to opposite. First, creating a virtual monopoly for your targeted customer is doable and achievable. More importantly, it is mandatory if you want to do more than just survive in the marketplace.

The way you achieve a virtual monopoly is to differentiate your actual product and\or service offerings or the process by which you deliver them or both.

I usually recommend beginning the differentiation brainstorming by studying the key frustrations of your targeted customer as it relates to their interactions with your industry. This mindset will lead you to customer focused and marketplace relevant differentiators that you can build into your business model.

Creating a virtual monopoly is mandatory because the only other alternative is to eventually become a victim of commoditization which leads to a marginal existence at best and possible extinction at the extreme.

Keep those posts coming Tim and I am looking forward to your new book and book tour coming to a city near me!

Howard