www.flickr.com/photos/lobraumeister/3168287411
“We are different”                     www.flickr.com/photos/theplanetdotcom/4879425518
“We are really different”                            www.flickr.com/photos/traftery/4773457853
Commodity
A race to the bottom
Race to the bottom                     www.flickr.com/photos/left-hand/2922904230
Race to the bottom
Race to the bottom     www.flickr.com/photos/carquestguy/4335716783
Race to the bottom       www.flickr.com/photos/roblee/348548738
Price vs Value                 www.flickr.com/photos/josephrobertson/419101649
Being commoditised                     www.flickr.com/photos/bronv/4412939449
Escape the Red Ocean                 12
Navigate to Blue Oceans                          13
Creative thinking    www.flickr.com/photos/left-hand/4032334382
Transformational thinking                            www.flickr.com/photos/fotoosvanrobin/2545857883
Managing the inevitable            www.flickr.com/photos/vek/4665924239
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it wrong               www.flickr.com/photos/roome/3390682853
OK, but how?  www.flickr.com/photos/ores2k/394359583
It is not aboutthe CLOUD It is not aboutTechnology
It is not about
It is about
Tomorrow’sPROBLEMS
The 6M€ Question? What is the problemfor which you are the      solution?
Running shoes                www.flickr.com/photos/evaxebra/5620076409
Feet solutions                 www.flickr.com/photos/pmtorrone/4573661684
Technology and innovation            www.flickr.com/photos/rhinoneal/3907394091
Avoid Willy Wonka thinkingwww.flickr.com/photos/uaba/2923459060
Think like a Rock Star                         www.flickr.com/photos/feiticeira_org/4602640594
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
Competitive Separation                                             *                          Core                        ...
Who is yourReferenceCompetitor?
Example
Slideshare
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
Avoid looking inthe wrong places                    www.flickr.com/photos/sea-turtle/3568062665
Perceived value                  www.flickr.com/photos/vox_efx/3767822998
It’s all about the target
Differentiation: 3 Levels of Perceived Value                                                       Basic Product/Service: ...
Differentiation: 3 Levels of Perceived Value*                   1                               2                         ...
Differentiation = your  Inner Advantage
Example
How are we difference?                    44
Exercise
Differentiation exerciseAre you remarkable?"...but what really blew me away...” exercise"I was pleased that we got what we...
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
thinkdif erent  f
Commodity thinking     www.flickr.com/photos/rooreynolds/5848100806
One size fits all thinking          www.flickr.com/photos/marcwathieu/3963792473
Creative thinking                    www.flickr.com/photos/vek/5543548284
Structured thinking                      www.flickr.com/photos/juhansonin/3703735824
Differentiation Mindset  Old Paradigm                               New Pardigm  Be rational                              ...
The Difference is YOU!                         www.flickr.com/photos/maestropastelero/258000448
Examples
Dilemma of choice
Differentiation
Black socks
Pain vs Gain
The 6M€ Question? What is the problemfor which you are the      solution?
Rackspace
areThe DIFFERENCE
Differentiation: 3 Levels of Perceived Value                                                       Basic Product/Service: ...
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
“Genius is one percentinspiration and ninety-nine     percent perspiration.”                        - Thomas A. Edison_   ...
Success:           it Happen           it Happens
Think like a Rock Star                         www.flickr.com/photos/feiticeira_org/4602640594
Disciplined effort and  resilient thinking
Victory feels like this                          www.flickr.com/photos/rhinoneal/2573461339
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it right               www.flickr.com/photos/littlebabyjesus/123838009
Your Hosted                        Services                               David R Ednie                          President...
Escaping Commoditisation
Upcoming SlideShare
Loading in …5
×

Escaping Commoditisation

1,189 views

Published on

Avoid the race to the bottom on price by moving from the customer's thinking from price to value. Transform your business by exiting Level 1 thinking and move the conversation to Level 2 and Level 3 of Perceived value. Lead with your core uniqueness, lead with your people and their passion, not your products.

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,189
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
91
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Escaping Commoditisation

  1. 1. www.flickr.com/photos/lobraumeister/3168287411
  2. 2. “We are different” www.flickr.com/photos/theplanetdotcom/4879425518
  3. 3. “We are really different” www.flickr.com/photos/traftery/4773457853
  4. 4. Commodity
  5. 5. A race to the bottom
  6. 6. Race to the bottom www.flickr.com/photos/left-hand/2922904230
  7. 7. Race to the bottom
  8. 8. Race to the bottom www.flickr.com/photos/carquestguy/4335716783
  9. 9. Race to the bottom www.flickr.com/photos/roblee/348548738
  10. 10. Price vs Value www.flickr.com/photos/josephrobertson/419101649
  11. 11. Being commoditised www.flickr.com/photos/bronv/4412939449
  12. 12. Escape the Red Ocean 12
  13. 13. Navigate to Blue Oceans 13
  14. 14. Creative thinking www.flickr.com/photos/left-hand/4032334382
  15. 15. Transformational thinking www.flickr.com/photos/fotoosvanrobin/2545857883
  16. 16. Managing the inevitable www.flickr.com/photos/vek/4665924239
  17. 17. Get it rightwww.flickr.com/photos/winemegup/3641912321
  18. 18. Get it wrong www.flickr.com/photos/roome/3390682853
  19. 19. OK, but how? www.flickr.com/photos/ores2k/394359583
  20. 20. It is not aboutthe CLOUD It is not aboutTechnology
  21. 21. It is not about
  22. 22. It is about
  23. 23. Tomorrow’sPROBLEMS
  24. 24. The 6M€ Question? What is the problemfor which you are the solution?
  25. 25. Running shoes www.flickr.com/photos/evaxebra/5620076409
  26. 26. Feet solutions www.flickr.com/photos/pmtorrone/4573661684
  27. 27. Technology and innovation www.flickr.com/photos/rhinoneal/3907394091
  28. 28. Avoid Willy Wonka thinkingwww.flickr.com/photos/uaba/2923459060
  29. 29. Think like a Rock Star www.flickr.com/photos/feiticeira_org/4602640594
  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 32
  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. Perceived value www.flickr.com/photos/vox_efx/3767822998
  38. 38. It’s all about the target
  39. 39. 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
  40. 40. 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
  41. 41. Differentiation = your Inner Advantage
  42. 42. Example
  43. 43. How are we difference? 44
  44. 44. Exercise
  45. 45. 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
  46. 46. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  47. 47. thinkdif erent f
  48. 48. Commodity thinking www.flickr.com/photos/rooreynolds/5848100806
  49. 49. One size fits all thinking www.flickr.com/photos/marcwathieu/3963792473
  50. 50. Creative thinking www.flickr.com/photos/vek/5543548284
  51. 51. Structured thinking www.flickr.com/photos/juhansonin/3703735824
  52. 52. 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
  53. 53. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448
  54. 54. Examples
  55. 55. Dilemma of choice
  56. 56. Differentiation
  57. 57. Black socks
  58. 58. Pain vs Gain
  59. 59. The 6M€ Question? What is the problemfor which you are the solution?
  60. 60. Rackspace
  61. 61. areThe DIFFERENCE
  62. 62. 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 63
  63. 63. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  64. 64. “Genius is one percentinspiration and ninety-nine percent perspiration.” - Thomas A. Edison_ SalesChannel Europe ©2011 All rights reserved 65
  65. 65. Success: it Happen it Happens
  66. 66. Think like a Rock Star www.flickr.com/photos/feiticeira_org/4602640594
  67. 67. Disciplined effort and resilient thinking
  68. 68. Victory feels like this www.flickr.com/photos/rhinoneal/2573461339
  69. 69. Get it rightwww.flickr.com/photos/winemegup/3641912321
  70. 70. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  71. 71. 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

×