Published on January 7, 2014
BE DiFFERENT or be dead Manifesto
The Essence of BE DiFFERENT — If you’re not DiFFERENT you’re dead, or soon will be — Stand-out from Best in Class; don’t copy it — Create a “just about right” Plan and execute it flawlessly — BE DiFFERENT = Provide VALUE (an experience, meaning to life) that is RELEVANT (something people CARE about) and UNIQUE (something that ONLY you provide)
The Essence of BE DiFFERENT — The ONLY Statement will separate you from The Faceless Herd: “We are the ONLY ones that….” — Cut the CRAP that gets in the way of executing — Lose the sale but NEVER lose the customer relationship — Roy’s Rule of Three: Find 3 things that will achieve 80% of what you want to and DO THEM — SERVE people don’t “service” them — Plan on the Run = Plan - Execute - Learn - Adjust Execute - Learn - Adjust…
The Essence of BE DiFFERENT — Learn about PEOPLE rather than study markets. — Segment a market until you are nose-to-nose with a HUMAN — Discover Customer “SECRETS”, needs are not enough — Create EXPERIENCES for people; don’t flog products — Service Recovery = Screw someone over + Fix it Fast +++ SURPRISE them with what they DON’T expect you deliver what you promised. It’s the ante for playing the DAZZLE game
The Essence of BE DiFFERENT — Kill the DUMB RULES you have that really piss people off — Hire for Goosebumps — Leadership = “SERVING” Around — Create your Strategic Game Plan in just 2 days; EXECUTE it on the 3rd — Customer Learning = a continuous “intimacy” discovery process
The Essence of BE DiFFERENT — SURPRISE someone to create loyalty; meeting their needs doesn’t cut it — Anoint a STRATEGY HAWK to drive the execution of your Game Plan — Don’t expect people to lavish praise on you when you deliver what you promised. It’s the ante for playing the DAZZLE game — Leaders micro-manage Customer MOMENTS
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