Differentiate or Die

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Differentiation is a strategic imperative. Effective differentiation will allow you to create "Competitive Separation" between you and your competitors. Avoid differentiation at your peril. Differentiate or Die!

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Differentiate or Die

  1. 1. www.zencollegelife.com/blog/wp-content/uploads/2009/04/non_conformity.jpg
  2. 2. Goal:Help your customers move to theCloud using your Hosted Services
  3. 3. Differentiation in the cloud www.flickr.com/photos/blackbeltjones/5449579698
  4. 4. Communicating theINVISIBLE
  5. 5. Get it rightwww.flickr.com/photos/winemegup/3641912321
  6. 6. Get it wrong www.flickr.com/photos/roome/3390682853
  7. 7. Standing out from the crowd
  8. 8. The opportunity www.flickr.com/photos/36182550@N08/3347465868
  9. 9. Differentiation = different thinking
  10. 10. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  11. 11. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  12. 12. Differentiation www.flickr.com/photos/heraldpost/3817195392
  13. 13. DifferentiationExamples
  14. 14. Airline Industry www.flickr.com/photos/flakepardigm/3905268262
  15. 15. Differentiation strategy www.flickr.com/photos/av8pix/3345078410
  16. 16. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809
  17. 17. We all want to be different www.flickr.com/photos/sharynmorrow/4659738421
  18. 18. Differentiation Strategy www.flickr.com/photos/sharynmorrow/4735489539
  19. 19. New meaningOld meaning www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
  20. 20. “1000 songs in your pocket” - Steve Jobs
  21. 21. Create Supporters and Fans www.flickr.com/photos/cc_chapman/2745922377
  22. 22. Excite, Engage, Energise www.flickr.com/photos/danielepaccaloni/4286225689
  23. 23. Capture their attention www.flickr.com/photos/kurafire/190169989
  24. 24. What is the best way to do
  25. 25. Set their brains on fire www.flickr.com/photos/cayusa/2569878338
  26. 26. Only way to not catch fire www.flickr.com/photos/miikka_skaffari/4632166297
  27. 27. Make ideas shareable www.flickr.com/photos/hyku/4835588728
  28. 28. Share-ability
  29. 29. Asking the impossible
  30. 30. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  31. 31. Competitive Separation * Core Unmatchable offer Competitor 1 YOU Goal: Use innovation and differentiation to break out Competitor 2 of your traditional set of competitors Competitor 3 Question: Who is your Competitive Set Reference Competitor? SalesChannel Europe ©2011 All rights reserved 33
  32. 32. Who is yourReferenceCompetitor?
  33. 33. Example
  34. 34. Slideshare
  35. 35. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  36. 36. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  37. 37. It’s all about the target
  38. 38. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 • Technology Enhanced Services • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1Product/Service Basic Your Hosted • Quality of service • Systems Product/Service Services • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 40
  39. 39. Differentiation: 3 Levels of Perceived Value* 1 2 3 Basic Product or Support Enhanced Service ServiceFocus Requirements/Specs Satisfaction Delight Does the Is the product/service product/service How do they makeCustomer Concern meet my convenient/efficient/ me feel? needs/standards/ easy to access or expectations? use? Systems, processes, Technology/Technical Leadership andKey Elements policies, and expertise Culture structureControlled by Technical specialists Management Front line performers Industry/Field/Trade/ Intellect and EmotionalAbilities Needed Clinical Knowledge or Reasoning (IQ) Intelligence (EQ) Skills *www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus SalesChannel Europe ©2011 All rights reserved 41
  40. 40. Differentiation = your Inner Advantage
  41. 41. Example
  42. 42. How are we difference? 44
  43. 43. Exercise
  44. 44. Differentiation exerciseAre you remarkable?"...but what really blew me away...” exercise"I was pleased that we got what we paid for, that the serviceworked just like it was supposed to, that they honored theircontract from start to finish, that the user experience was simpleand powerful like they promised, that there have been no glitches,hick-ups, outages or crashes and that all our support issues havebeen resolved quickly and painlessly. But what really blew meaway was ____________" SalesChannel Europe ©2011 All rights reserved 46
  45. 45. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  46. 46. thinkdif erent f
  47. 47. Commodity thinking www.flickr.com/photos/rooreynolds/5848100806
  48. 48. One size fits all thinking www.flickr.com/photos/marcwathieu/3963792473
  49. 49. Creative thinking www.flickr.com/photos/vek/5543548284
  50. 50. Structured thinking www.flickr.com/photos/juhansonin/3703735824
  51. 51. Differentiation Mindset Old Paradigm New Pardigm Be rational Be passionate Be cautious Lead, don’t follow Aim to satisfy Aim to surprise Be practical Be unreasonable Innovate when necessary Innovate incessantly Get it mostly right Sweat the details Think like an engineer and feel like Think like an engineer and feel like an accountant an artist SalesChannel Europe ©2011 All rights reserved 53
  52. 52. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448
  53. 53. Examples
  54. 54. Black socks
  55. 55. Pain vs Gain
  56. 56. The 6M€ Question? What is the problemfor which you are the solution?
  57. 57. Rackspace
  58. 58. areThe DIFFERENCE
  59. 59. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 • Technology Enhanced Services • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1Product/Service Basic Your Hosted • Quality of service • Systems Product/Service Services • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 61
  60. 60. “Genius is one percentinspiration and ninety-nine percent perspiration.” - Thomas A. Edison_ SalesChannel Europe ©2011 All rights reserved 62
  61. 61. Success: it Happen it Happens
  62. 62. Get it rightwww.flickr.com/photos/winemegup/3641912321
  63. 63. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  64. 64. Your Hosted Services David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FR)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750

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