I know a realtor who STARTED in 2009 (near the beginning of the real estate crises) and has built an amazing record of success. I know a golf pro who got his certification in the middle of a bad economy and has built his business. I know a film studio that took on Disney in animation and beat them so badly that they had no choice but to buy them out.
What are the common characteristics of these unlikely success stories?
Each of these organizations / people focused in areas where they can provide a unique value to their clients. In the world of marketing, we often talk about a Unique Selling Proposition. The USP is what makes your product different from all other products. For Domino's Pizza, it was "fast, hot, and ready". For Harley-Davidson, it is freedom. This USP separates their product from other products. (BTW - I am stealing material here from Brett Curry's Marketing Mastermind Group).
The Unique Value Proposition (UVP) is similar, but with a little different focus. It is the unique value that you can provide to your client. Instead of a marketing focus, this requires a good realistic internal view of your organization and what it can do. Pixar couldn't out-animate Disney, but they noticed that Disney's films were stuck in the Disney paradigm. The stories were stale. Pixar utilized computer technology to generate 3-D animation, but this wasn't their real UVP. Their UVP was their ability to utilize this new medium to tell great stories. The technology was their leverage, not their core value.
What is your UVP? What makes your organization different from everyone else? What do you do better than anyone else? Knowing this will give you great insight into your strategy.
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What are the common characteristics of these unlikely success stories?
Each of these organizations / people focused in areas where they can provide a unique value to their clients. In the world of marketing, we often talk about a Unique Selling Proposition. The USP is what makes your product different from all other products. For Domino's Pizza, it was "fast, hot, and ready". For Harley-Davidson, it is freedom. This USP separates their product from other products. (BTW - I am stealing material here from Brett Curry's Marketing Mastermind Group).
The Unique Value Proposition (UVP) is similar, but with a little different focus. It is the unique value that you can provide to your client. Instead of a marketing focus, this requires a good realistic internal view of your organization and what it can do. Pixar couldn't out-animate Disney, but they noticed that Disney's films were stuck in the Disney paradigm. The stories were stale. Pixar utilized computer technology to generate 3-D animation, but this wasn't their real UVP. Their UVP was their ability to utilize this new medium to tell great stories. The technology was their leverage, not their core value.
What is your UVP? What makes your organization different from everyone else? What do you do better than anyone else? Knowing this will give you great insight into your strategy.
.
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