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Different is better than better

by joe golfer
15 replies
On The James Altucher Show podcast (12/24/14), Sally Hogshead of Fascinate, Inc posited that "different is better than better." Her point is that you must know and exploit your unique qualities, and that strategy is better than trying to be better than the leaders in your niche.

Ep 76: How Are You Different? How Does the World See You?

Mr. Altucher added that he had a guest recently who said "you can't be 20 percent better" because people can't perceive the difference. The alternative is you have to be 10x better. People can tell the difference. But it is super expensive to do that.

"The answer is to not try to outdo the leader in your category, the trick is to create your own category," Ms. Hogshead said.

So what do you think? Would you rather try to compete with the top dog in your industry, or build on what makes you shine to create your own market?

As an example, listen to the story of The Posh Lawnmower Man:
  • Profile picture of the author savidge4
    Sally Hogshead... wow, good stuff there... "Stand out or don't bother" words to live by in my book. Her book ( literally ) as well hahaha

    what I appreciate most about this video, ( other than laughing through the front 1/3 of it thinking Claude had better not watch it ) was the clear cut separation between expectations and a REAL USP. We see this all the time. Quality, Faster, etc. but as stated in the video these are no longer Unique points. It IS what we drive to get there, it IS what our office looks like, it IS image, above and beyond anything else.

    I in the last few days post another video, about marketing. There were 3 main points given in how advertising works, those three points being "Everyone Believes what's on the Label", "Focus on Progress" and "Willfull Ignorance". The lawn man in the story, played these 3 elements flawlessly. unknowingly more than likely, but flawlessly non the less.
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    • Profile picture of the author kirbymarketingconcierge
      thanks Joe!


      good stuff.

      I wonder what Claude will say to Savidge's "willful ignorance" !!!

      WHAT SALLY BELIEVES:

      • The world is not changed by people who sort of care.

      • You don’t learn how to be fascinating. You unlearn how to be boring.

      • In a competitive environment, the most fascinating option always wins.

      • Stand out, or don’t bother.


      Link to Sally Hogshead 7 Advantages (no Affiliation) :

      http://www.howtofascinate.com/the-fa...f-fascination/
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    • Profile picture of the author Claude Whitacre
      Originally Posted by savidge4 View Post

      Sally Hogshead... wow, good stuff there... "Stand out or don't bother" words to live by in my book. Her book ( literally ) as well hahaha

      what I appreciate most about this video, ( other than laughing through the front 1/3 of it thinking Claude had better not watch it ) was the clear cut separation between expectations and a REAL USP. We see this all the time. Quality, Faster, etc. but as stated in the video these are no longer Unique points. It IS what we drive to get there, it IS what our office looks like, it IS image, above and beyond anything else.

      I in the last few days post another video, about marketing. There were 3 main points given in how advertising works, those three points being "Everyone Believes what's on the Label", "Focus on Progress" and "Willfull Ignorance". The lawn man in the story, played these 3 elements flawlessly. unknowingly more than likely, but flawlessly non the less.
      The first third of the video really did remind me of the other video, a few days ago. Although, this guy was giving instruction, and wasn't accusing anyone of deception.

      I liked the lawn mower guy example.

      About "Willful ignorance". It's useful, not just for the customers but for salespeople. If salespeople knew all about the reality of what they were selling, they would not be very enthusiastic. There has to be a component of "We're the best, because we are"...and "We're better than the other guy, beause I'm on this team".

      When I was talking to a rep that worked for me, years ago...he asked "Why do you insist that I say that our vacuum cleaner is "substantial, sturdy built, and well crafted?""

      I wasn't paying much attention, and said "Because if we say it's "bulky and clumsy to carry", people won't buy it. It's just a way at looking at the same feature in a different light"

      It ruined him. I mistakenly shifted his perception of what we were selling. Not, "heavy" wasn't an advantage, it was a disadvantage. He never made another sale. I'm just glad I didn't say it in a group meeting.

      Maybe the CEO should know everything about the product, and know it from a commodity standpoint, not just what the sales literature says....but not the reps.

      And, "Different is better than better" is true. If you are different, you don't have to be better (although I would suggest it), you just play off the difference.

      It's so much easier to show how you are different, than better. Apples to oranges.

      When I sold vacuum cleaners, the biggest thing I had to show was that my vacuum was completely different from all others (true or not). Once they accepted that premise, the idea of shopping around, died, and price comparisons were out the window.

      It's really a fantastic tool, to be different.

      It's much harder to convince he buyer that you have the best apple, than to just show them an orange. And they will buy the orange because it's something new and different.

      I love this stuff.

      Added later; When I sell my local online marketing service, one of my advantages is that I'm not selling what others are selling. In other words, if the prospect says "SEO", I don't compete. If they say "Facebook", I don't compete.

      Whatever pitch they have heard before...I don't say that my idea is better...it's completely different. It keeps them from shopping, in most cases. Apples to oranges.
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  • Profile picture of the author joe golfer
    Good stuff. I think it is endlessly fascinating because so few businesses really try to be different. Or maybe more accurately, they don't sit down to really clarify their position in the market, and then make deliberate decisions to own that niche.

    Target here in the US sells middle market household items, clothing and goods. But they have carved a clear image as the better-quality provider within that market. They used star designers and personalities to create inexpensive items with a certain flair. JC Penney tried a similar approach and it failed. Sears likewise went on a "brands first" strategy which didn't work too well either. (Actually, I think JCP and Sears had bigger problems but that's another story.)

    So getting the right mix of different and practical is an art. Think of it this way: if you hired the lawnmower man because he was different, but his lawnmowing sucked, you may not use him again. If Target had cool looking products that didn't work more than a week, their rep would suffer. It's a balancing act.

    And there is the question of scalability. A lawnmower man or woman might think, "Gee, if I offer a premium service, I can charge more, but will it be too hard to scale to other towns?"

    Lots to consider.
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    • Profile picture of the author StarkContrast
      Originally Posted by joe golfer View Post

      Good stuff. I think it is endlessly fascinating because so few businesses really try to be different. Or maybe more accurately, they don't sit down to really clarify their position in the market, and then make deliberate decisions to own that niche.

      So is that one of the ways you're suggesting of being different? I've been considering that lately with my web design. Instead of offering it to any and all takers, focus on one smallish niche and be the go-to guy for that niche.

      Target here in the US sells middle market household items, clothing and goods. But they have carved a clear image as the better-quality provider within that market. They used star designers and personalities to create inexpensive items with a certain flair. JC Penney tried a similar approach and it failed. Sears likewise went on a "brands first" strategy which didn't work too well either. (Actually, I think JCP and Sears had bigger problems but that's another story.)

      I was reading a biography a few years back about John Cash Penney who was mentoring a man about the ins and outs of business. The illustration he used was when they would wrap customer packages with paper and string, Penney insisted on being as frugal as possible, especially when he could be.

      Sam Walton was the man Penney was mentoring. He was trained well, and left his own legacy in the retail world.

      Most people cannot compete by having a "race to the bottom" with prices but Walmart seems to have done very well as just that. Walmart's carved out its own image as that of okay quality at a very low price. It certainly has millions of loyal customers.

      Unfortunately I think many businesses try their best to outdo each other on price, and it's a race to the bottom. It's good for the consumer until that business no longer exists because it can't afford to.

      And there is the question of scalability. A lawnmower man or woman might think, "Gee, if I offer a premium service, I can charge more, but will it be too hard to scale to other towns?"

      The lawn person would have that same problem without the premium service.

      Great discussion

      Lots to consider.
      I'm still trying to "think outside the box" when all I do every day (government contractor) is think inside the box. And government people do not in any shape or form think even close to the edge of the box let alone venturing outside.

      I've tried to help them. Boy have I tried.
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  • Profile picture of the author bizgrower
    Is Posh Lawnmower Man a case study about Ewen?
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author leojq2
      Al Ries on Better vs Different

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      • Profile picture of the author ewenmack
        Many get being different wrong.

        If it's not meaningful to your customer base,
        then it's wasted.

        An example.

        A computer maker put black and white spots on it's packaging.

        Can you remember the name of the company and where does it sit on the
        ladder of market share or revenue?

        Exactly.

        Those metrics have declined.

        But it was different.

        Best,
        Doctor E. Vile
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        • Profile picture of the author bizgrower
          Originally Posted by ewenmack View Post

          Many get being different wrong.

          If it's not meaningful to your customer base,
          then it's wasted.

          An example.

          A computer maker put black and white spots on it's packaging.

          Can you remember the name of the company and where does it sit on the
          ladder of market share or revenue?

          Exactly.

          Those metrics have declined.

          But it was different.

          Best,
          Doctor E. Vile
          Funny you should mention packaging.

          FedEx just delivered a box of soap/toiletries samples. This is definitely different and .
          you know how important the packaging of toiletries or cosmetics is in the hotel, spa, cosmetics
          businesses. I read about a spa that turned it's business around - in part - by improving the
          packaging of their proprietary products.

          What is different is that usually I get a few unboxed bottles or bars of soap from such vendors.

          This came by FedEx. The company has three lines. Samples from each line are in their
          own toilet kit, which would easily retail for $60 each. Each sample item is also in it's own box.

          Of course the products are very natural based...

          Their prices are not listed and probably out of our budget, but it makes me think
          about offering their toilet kit as an up grade and what else I can do to make my 2 star hotel
          different without much cost increases and good ROI.
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          • Profile picture of the author kirbymarketingconcierge
            I have been hearing radio commercials for "YP" and websites.

            I thought what the heck is YP???

            boy did I laugh, when I figured out it was Yellow Pages.
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        • Profile picture of the author joe golfer
          Originally Posted by ewenmack View Post

          Many get being different wrong.

          If it's not meaningful to your customer base,
          then it's wasted.

          An example.

          A computer maker put black and white spots on it's packaging.

          Can you remember the name of the company and where does it sit on the
          ladder of market share or revenue?

          Exactly.

          Those metrics have declined.

          But it was different.

          Best,
          Doctor E. Vile
          I like tech stuff so I knew the company, but I see where you are going. In a strange way, the cow spots on the Gateway boxes made me think of Seth Godin's "Purple Cow" book, which made me think he probably posted something on "different is better than better" at some time or another -- sure enough (way back in 2006):

          Seth's Blog: In search of better
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    • Profile picture of the author ewenmack
      Originally Posted by bizgrower View Post

      Is Posh Lawnmower Man a case study about Ewen?
      Lol.

      No way man.

      Complete opposite to posh.

      A few years ago I made a post about turning up to quote a job
      a woman had short-listed me for.

      I turn up unshaven for about a week.

      Have dog shit splattered over my clothes.

      I can't get out of the drivers door.

      As I crawl over to get out the passengers door,
      empty bottles, cans and paper fall on to her drive...

      as she comes walking to me.

      I get the job while come in at the highest price.

      She shortly after pays me more.

      Then I bumped up the price again.

      She balks at the price I quoted for her other property and reluctantly agrees.

      Now the big lesson here is just do the job that you say you are going to do
      when you say you are going to do it...and that makes you different.

      Best,
      Doctor E. Vile
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  • Profile picture of the author iAmNameLess
    I wrote a post about this just yesterday on a blog I haven't launched yet, in fact, this is the first time I'm ever posting a link to it, nobody has seen it yet. It's actually very relevant to this and why you need to be different when selling SEO services.

    2015 – The DEATH of SEO… No.. The Death of SELLING SEO.
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    • Profile picture of the author NeedBucksNow
      Good article. I've also been selling SEO services for a little while & have had some success with video marketing.
      Originally Posted by iAmNameLess View Post

      I wrote a post about this just yesterday on a blog I haven't launched yet, in fact, this is the first time I'm ever posting a link to it, nobody has seen it yet. It's actually very relevant to this and why you need to be different when selling SEO services.

      2015 - The DEATH of SEO... No.. The Death of SELLING SEO.
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  • Profile picture of the author bizgrower
    Being better reminds me of the book "Quality is Free", which makes some very good points.
    However, my cousin pointed out that quality is not really free, it's what the consumer is willing to pay.
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