Differentiation Makes better

Differentiation in the marketplace is key to sustaining long-term business growth and success. How and where to accomplish that market differentiation so that a company gains a competitive advantage is a question I consistently get from my clients.

There are three primary areas through which a company can gain a competitive advantage in a crowded marketplace. It can be done via a company's products, its service offerings and the relationships it builds with its ideal customers.

To develop and maintain this elusive market differentiation takes a consistent and comprehensive effort throughout a company. It requires a corporate culture in which creativity, innovation and motivation thrive.

There are five areas on which company leaders must focus to create this culture; what I call a "Champion Culture" which will result in a high performing, high morale workplace that will generate outstanding results and set you apart from the competition:

C = Commitment

Athletic teams become champions because their athletes are committed to the compelling Vision, Strategy and Purpose of getting to the championship game. In business, companies can create a similar commitment by creating and communicating a compelling Vision, Strategy and Purpose to their team members.

Are your employees committed or just complying with their job descriptions to collect a paycheck?

H = Humility

Athletes become champions because they continually improve as they face tougher competition every step of the way. This means they must be open to regular feedback and continually look for ways to get better.

Does your company culture espouse an environment where learning from mistakes is encouraged and asking for help is seen as a strength?

A = Accountability

There are two components to accountability that create champions, setting clear performance expectations and measuring job performance against those expectations. It works in athletics. But most companies fall short in managing specific job performance accountabilities in order to maintain consistent progress toward agreed upon objectives.

What is your company's process for communicating specific upfront performance expectations and managing accountability to the desired performance?

M = Motivation

Champions are action oriented. When obstacles arise champions find a way through, over, around or under to stay on track. Procrastination (the opposite of motivation) is not in their mindset or habits. I'm amazed at how many business owners, CEOs and other business professionals have significant challenges with the habit of procrastination.

How motivated is your team? How are procrastination and avoidance issues negatively impacting your company's bottom line?

P = Preparation

Champions show up prepared. They practice almost every day in-season when not playing games. They review films of their opponents to learn the tendencies, strengths and weaknesses they can exploit. Yet in business, you've probably experienced far too many team members showing up ill-prepared. Not enough time is invested in preparing for the work week, the workday, key meetings, and sales presentations.

How can your company raise the bar on preparation to begin functioning as a CHAMP?

Focus on raising the bar in these five strategic areas to create a Champion Culture at your company. Doing so will increase the level of creativity, innovation and motivation applied to differentiating your products, your services and your customer relationships in the marketplace. Thus, giving you the competitive advantage you are looking for.

Skip Weisman and Weisman Success Resources, Inc., based in Poughkeepsie, New York helps Leaders Create Champion Organizations by transforming them into high performing, high morale workplaces. For other articles, resources, products and programs visit http://www.WeismanSuccessResources.com and for specific questions on issues and challenges your company is facing feel free to call him at 45-463-3838.

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