This month I read Love is the Killer App by Tim Sanders. It was written in 2002, almost 20 years ago, but so many leadership books contain what is called “evergreen content,” advice that’s good for maybe ever, things that can inspire and encourage leaders and business owners, so I decided to read it anyway.
The first lesson I got from reading the book was an encouragement. Much of what Tim Sanders suggests are things that more businesses and leaders are doing, are doing publicly and are doing as part of large corporations and well-known leaders. It’s definitely not universal, but it’s not odd, or something done by the “special” businesses, or something that people say “oh, that’s nice” about. More businesses than ever are focused more on creating relationships than just trying to get the financial transaction to happen. More businesses are working to create experiences for their customers. And more businesses are working to make both employees and customers happy. We’re not there yet, but more businesses are thinking about people and not just profits.
The second lesson was the focus on intangibles. Throughout the book Sanders focused on a couple of ways to make an impact, and they weren’t marketing or discounts. Instead, he suggested focusing on knowledge, networking, compassion, love, caring, and charity. We’re seeing that there’s only so many products and services that can be created that are different, and what ends up being the difference maker are these intangibles that help separate products and services from others that would otherwise appear to be identical.
The third lesson is right in line with that and well explained by a quote in the book “choice spells doom for villains.” I don’t love the competing aspect of competition, but I do love that there are many choices for people to choose from in just about every area of product and service today. This means that with a little research we’re able to find exactly what we want, or get very close to finding exactly what we want. It means we don’t have to buy from the company that has terrible customer service, the company with the rude employees, or the company that doesn’t have the freshest products. It means we can shop around and very easily pick and choose where our products and services come from and we don’t have to get everything from one company and just deal with something average. But with as much “competition” as there is, it’s more important than ever to differentiate yourself, your company and your products/services from the others on the market.
Are you using intangibles to build your business and support your people? If not it’s a great time to start.