Scott McKain - "The Collapse of Distinction: Differentiating Yourself in a Cluttered Market"

As an "old timer" from Scott's hometown once told him, "In my day, there were two restaurants here. Each one had different menus - because they were as unique as their owners." Today, it seems as though everything -- from restaurants to retail, from financial services to service businesses -- are getting lost in a vast sea of blandness.

How does a professional - or an entire organization - deal with the phenomenon that Scott McKain calls "the collapse of distinction"? This presentation addresses how to stand out in a crowded marketplace.

Scott suggests there are really only two types of differentiation in today's market: product experience and service experience. A few organizations have distinguished themselves via product uniqueness and design. However, for the vast majority of companies and individuals, the ONLY strategy that is both compelling and sustainable is through the service experience that customers have with you.

One of the challenges is that many of the points you feel create differentiation aren't distinct in the mind of your customer. And, if your employees aren't convinced there's a difference - how can they create that impression for your customers?

In this presentation, Scott reveals how every organization and professional can create a CCA - Continuous Compelling Advantage - that provides valuable points of distinction in a very muddled market.