What makes your product best?

Note: This posting is based on my weekly “Thank God It’s Monday” that helps you and your company thrive!

This week’s focus: innovation

I attended a media/analyst event and heard a company claiming to be “the best” in their product category. That sounds like the hoopla you’d expect at this type of event. But, such a claim without substantiation is weak.

It’s not enough to merely proclaim you are the best. It’s far more important to back that up with how you’ve been able to achieve best-in-class capability. What makes your solution unique? Is there a “secret sauce?”

In this specific instance, it would have been easy to believe that “best in class” was derived from a hardware product simply being combined with Microsoft Windows 8. Yet, when I probed further, the uniqueness was derived from 3 or 4 other companies providing deep intellectual property and capability that would be very challenging for a less capable competitor to duplicate. That’s what I was looking for.

If you are the best, don’t just tell me. Explain to me what it is about your solution that makes it best. Doing this will help your company thrive.

Thought for the week:

“A ‘stuck’ business, whether entrepreneurial in nature or a Fortune 500 company, is one that fails to grow predictably every year, every quarter, every day. If you’re being carried along by the marketplace, then the moment the marketplace dries up, your business is going to dry up, too, because you’re not in control of your destiny. In good times, stuck businesses don’t even realize they’re stuck!” – Jay Abraham, Sticking Point Solution


What do you think? I welcome your blog comments!


Dave Gardner, Gardner & Associates Consulting


© 2012 Gardner & Associates Consulting  All Rights Reserved

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