No matter what business you think you are in, no matter what product or service you provide, you are probably in the commodity business – forced to compete on price and little else. That’s because the perception is that all businesses are essentially the same, and it’s true – unless you do something to prove it wrong.
Unless you’ve discovered that to effectively eliminate the need to compete and grow a fully alive and thriving business you need to view the business you are really in from a completely different point of view.
See, stunning businesses understand that no matter what they think they sell, they are really in:
~ the information business
~ the community building business
~ the experience business
~ the transformation business
When you get this, it’s not only a marketing discovery, it has the power to transform the products and services you offer, the way you communicate and even, how much enjoyment the business provides the people that go to work there.
People a hungry for businesses that provide them one of the four values above – Wal-Mart doesn’t do that – Wal-Mart’s not your competition. In fact, your biggest competition is probably the way you currently view your business.
Take a fresh look at everything in your business, including your core offerings – information, community building, experience and transformation – that what’ you really sell.