In business, it pays to be the odd man out, the one paving the way, setting the trend. Distinction can take you everywhere, which is why when the professional development team was looking for someone to headline The PPAI Expo’s General Session they called on the one man who’s built his career on being different …Scott McKain, noted author and speaker is an expert on what he calls the “Collapse of Distinction” and during the General Session held Tuesday, January 12 from 3:30-5 pm he’ll be sharing his unique views on avoiding the “sea of sameness.” PPAI marketing manager Hillary Burlbaw recently touched base with McKain to get a sneak peek of what we can expect to learn …
Hillary: During your presentation at The PPAI Expo you’ll be discussing “the collapse of distinction.” What’s causing this phenomenon?
Scott: There are three aspects to the phenomenon that creates the "Collapse of Distinction." They are the "Three Destroyers of Differentiation." Each of these Destroyers have had a powerful impact upon organizations — and individual careers — in the marketplace.
The challenge in today's world is that each of these Destroyers will pull an organization back to the pack like a magnet.
For example — the first Destroyer is: "Copycat Competition." If my competition creates a point of differentiation, my natural tendency is to imitate or even replicate their advancement. Notice the inherent problem: By focusing upon what the competitor is doing, it also means that our activity is centered upon the competition rather than the customer! In addition, this also essentially means we are executing evolutionary advancements — rather than the revolutionary ones true differentiation requires.
Hillary: Why is different better when it comes to business?
Scott: Several years ago, I attended a reception in Hollywood for movie reviewers sponsored by one of the major studios. I had the occasion to meet Roger Ebert and I told him I thought that, “Many of the film critics in the room would have loved Texas Chainsaw Massacre if it had only been produced with subtitles!”
Roger chuckled, then shocked me a bit with his response, which first came in the form of a question: “Scott, how many movies are you normally seeing in any given week?” My answer was the usual total of one.
“Don't you see, that’s your problem!” he responded. “Many of the people in this profession are seeing one or two movies a day! Those little, offbeat, quirky, odd foreign or independent films capture our attention because they are a bit different! When you are overwhelmed with such boring similarity, you begin to perceive that ‘different’ IS ‘better’!”
The remarkable Pulitzer Prize-winning journalist and critic taught me a great business lesson I now call “The Ebert Effect” — which is: "When someone, from their perspective, is inundated with indistinguishable choices, they perceive a product, service, approach or experience that possesses a specific point of differentiation to be superior."
It means we have to understand that in every business today, our customers — now overwhelmed with indistinguishable choices — perceive that "different" MEANS "better."
Hillary: How will your presentation help industry professionals set themselves apart from the pack?
Scott: Well, I believe that the easiest tactic for anyone is simply to continue what he or she is currently doing. Let me emphatically state my belief that this is also the most dangerous approach.
Because of the Three Destroyers of Distinction, your job — organizationally and individually — is only going to continue to grow in difficulty. However, if a business will begin to chart a fresh approach based upon the Four Cornerstones of Distinction, you can start to enhance your organization while you nurture and grow yourself.
I remember a Robert Frost poem that I had to memorize for a speech class in high school. For some reason, it impacted me profoundly and I continue to be moved by it to this day. The title is, of course, The Road Not Taken, written by Robert Frost, and published in his collection called, Mountain Interval. You, too, probably remember the work; but haven't thought of it for years. Consider — once again — the conclusion of the poet’s reflection when he states:
“Two roads diverged in a wood, and I—
I took the one less traveled by,
And that has made all the difference.”
My in-depth research and personal experience both lead me to strongly believe that if you create differentiation and build distinction, it will make all the difference.
For more on what you’ll find at The PPAI Expo 2010, click Expo.
