I'm a big believer in simple is memorable, so here's today's tip to sharpen your business focus.
What's Your Word? write down the ONE word that you "own" or would want to own in the mind of your customers. Volvo is SAFETY, FedEX is OVERNIGHT, Blackberry is WIRELESS, IPOD is STYLE. The worst mistake you can make is to have a bunch of words or worse, to have a word that your competition also has.
Look for a word that can make you different - don't get in to a battle of good, better, best, ie. we're faster than them, cheaper than him, you get my point. It's a game no one wins at except the gorillas.
To get started, try it out with your own internal team and see what snowballs from it.
Once you get this word nailed down (and it takes some debate, discussion, and testing with customers), then in all of your marketing and sales programs, start telling the world that this is your word - ie. IPOD=STYLE. You should also communicate this to your product teams, since you'll want your product development to prioritize features that reinforce this word. Notice IPOD's stylish accessories.
Pop me a note to let me know what your word is - remember, one word!
Have fun!
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