Entry #12_ St. ID: 20500297

How to stand out? Try AUTHENTICITY

Take a cue from Starbucks and Anthropologie and get to know your

customers on an intimate basis.

That's the only way to cut through the noise.

* "Different" is no longer a differentiator!

We have been emphasized that being different from other competitior is very significant since differentiation can bring you competitive advantages that only you can have. Many presidents, CEO, and vice-president of markeing are trying to find ways to differentiate their companies in a certain marketplace and that's the reality. However, the author of this article Sohrab Vossoughi says that 'Different is no longer a differentiator.' Then what is a differentiator, we would ask. His answer is 'creating an anthentic relationship with customers."

* Summary of this article

1) Step back and consider your brand

You need to take a step back before introducing just another product. You'd better decide who's your TRUE tribe and what makes the most sense for those customers and your company. Before introducing a new product, you usually think of design. Yes, design is important but beautifully designed product is just an object. Push the pause button, dig deeper, and reconsider what it would take to make your customers truly love who you are as a brand.

2) Customers crave personal service

Without intimate personal service, customers cannot fully trust your company and products. You need to understand the culture and what people believe in to develop a deep relationship with your customers. As everyone wants to be with someone else, customers are still craving intimacy and you should be that someone for your customer.

3) The art of the authentic relationship

There's a store for women's clothing called Anthropologies. The article says that this store has made an art of the authentic relationship. It has dug deep into the subtietities and nuances of the psychographic profile of a specific type of 30-something married woman. Authropologies found out what these women really need and want, even considered their kids. Simply put, they have a 'connection' with their customers. And guess what? They don't actually advertise.

* Personal Opinions :)

What changes customers' minds: Authentic relationship
Developing a relationship with other can be easy, but maintaining it is a problem. When I think of people around me, it was not that difficult to develop friendship but there are only few people that I consider as "TRUE" friends of mine. Those whom I think as my true friends, I can trust them no matter what even if they disappoint me somehow because it's not just normal friendship, but authentic, true, and real friendship.

Like that, in business, authentic relationship is not the kind of relationship that lasts for only one season or that comes on suddenly because your product is cheaper or nicely designed compared to other companies' products. It's something that others can do, too. Beyond that, you need to build authentic relationship with your customers, which is the kind of relationship that allows for mistakes and creates a bond of loyalty. Besides, this relationship doesn't mean that you can rest on your laurels. Based on authentic bond with your customer, you should be willing to REINVENT yourself as both tour company and your customers evolve since everything changes.

Think of Jesus Christ. How did he change his disciples? I mean how is he influencing your life and actually changing it? By giving you what you want? Or by making your dreams come true? He may. But Isn't it true relatinoship between you and God that really touches your mind and motivates you to change?

Annotaion: Sohrab Vossoughi, How to stand out? Try Authenticity, Businessweek Journal. May 28, 2008 / http://www.businessweek.com/innovate/content/may2008/id20080528_503953.htm