A Key Secret To Achieve Success - Part 2
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April 22, 2009
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Mike Carruthers:
Scott McKain: |
 Scott McKain |
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Scott McKain, author of the book Collapse of Distinction, says there is a formula for distinction that any company or individual can follow.
Step number one is clarity. Most organizations cannot clearly define who they are and what they stand for. As Starbucks started adding coffee machines to buy and mugs and music and everything else they found their core customer base eroding. Second step is creativity. Every organization that is distinctive finds something different. Enterprise Rental Car rents the same cars as Hertz and Avis and National but the difference we all know is they pick you up.
Step three is the way you communicate.
Visionary organizations and top professionals communicate in terms of stories, not in terms of data. And how you create a narrative is vitally important. The fourth step is a customer experience focus.
And the perfect illustration is Norm on the TV show Cheers.
The beer would have been the same at any bar in Boston but Norm always went back to Cheers because there was an experience that he could get at Cheers that he couldn't duplicate anyplace else. What we have to create as individual professionals or as organizations is that feeling that Norm got where there was a compelling reason to go back and continue to spend his money.
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Air Jordan shoes are wildly popular and have been since the 1980s. In the malls, on the streets, and in school gyms, it seems like everyone is wearing Air Jordans. These high-top and mid-top sneakers are a fashion statement as well as a great piece of sports equipment that can enhance basketball performance. Their popularity is curious, as a style does not usually last as long as Air Jordans do. Here are some of the reasons why Air Jordans seem to be timeless.
Air Jordan Popularity Reason #1: Michael Jordan wore Air Jordans. This brand of footwear exploded on the market once Michael Jordan started wearing them during his amazing professional basketball career. When he started wearing these high-top basketball shoes, he shocked the sports world because they did not look like the traditional high-tops that professional basketball players were wearing. Even though the National Basketball Association banned him from wearing them, he put them on each time he walked on the basketball court. The fact that he was fined $5000 each time he wore the Air Jordans seemed to increase their popularity even more. Since then, Air Jordans seem to be the most highly sought-after sneakers on the shoe market.
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