✦ What makes you different from competition?
✦ What leads your marketing message?
✦ MacDonals: Speed, Consistency, Fun for Kids
✦ SouthWest: Low Fares, Lots of Flights, Lots
✦ Table Stakes
✦ USP or Value Proposition
✦ What are the handful of things to do in the
next few years to reach your Target, Deliver
your brand promise and dominate your
✦ Look at these daily or weekly
✦ Dell : Ship to Target, Initial Incident Rate,
First Time Fix
✦ Know these!
✦ Clue: These numbers tell you whether you’re
keeping your promise to customers