I have to say that my favorite businesses and clients to work with are those who are building a better business. Don’t get me wrong, there are tons of good businesses out there, but some are a cut above the rest.
Let’s start out by defining a good business. They have a clear service/product offering, have quality service, care about their customers and are good at what they do. This fits the bill for the millions of businesses out there that make an average income, maybe even a good one. So what makes a business better?
Better businesses are businesses who are working to fulfill a vision or provide their services or products in a unique way. For example, there are tons of business consultants, toy stores and jewelry designers. Individually they all provide the same types of services/products, but what often makes customers choose to work with or identify with a company is how they distinguish themselves from other similar companies. I’d much rather buy products and services from people who display not only quality services and products, but do it in a way that I can personally identify with what they’re offering.
Think of Starbucks and Dunkin Donuts. Both have good products, at pretty reasonable prices and service with a smile. But I most often visit Starbucks because I relate more with who they are as a company and how they present themselves to me the customer, than Dunkin Donuts does.
Some companies are able to share their special spice, if you will, through a vision statement. Others use stories or position themselves in a specific way (think organic food, Apple products, artist style apartments etc.). Others create an experience for their customers that can’t be replicated yet is amazing each and every time and different from what others in their field offer.
If you’re a good business, I challenge you to make 2013 the year you become a better business. Do people know why they should choose you over other businesses that are similar to yours? Why not make it easy for them and spell out why you’re better.