"Our Business Is Different!"

I wish I had a nickel for every time I heard someone proclaim, “Our business is different.” While my response is usually something like, “That’s great! How is it different?” my inner voice is thinking, “God, I hope so!” I hope so because the only way to survive is to be different. Hopefully that means that you are better in some way and not just different to be different. It used to be that businesses had to be different, but in a big way. What I mean is that if you were too small…too much of a niche…it was difficult to reach a large enough community of customers that shared your passion. This is no longer the case. The internet has created a very long tail, one in which even the most unique ideas and products have an opportunity to reach their audience. The result is that it is not better to be huge, it is better to be “different”.

Try this. Google “pool clothes made from towels” and you will find Splash Funwear. Great product that is able to reach a big customer base. This is an example of how the long tail has made “different” vogue.

So, we have established that different is good. My pet peeve, however, is when I ask, “How is it different?” the response is, “Our business is based on relationships.” EVERY business is based on relationships. Let me repeat…EVERY business is based on relationships. This is not different and it is not a niche that you can market. Even the long tail of the internet will not make it so.

When you search the internet for “businesses based on relationships” you will get links to numerous books, articles, and consulting services, but not one unique company whose difference is that their business model is based on relationships.

Business relationships are fundamental…not unique. As such, you have to invest in the relationships that matter most. If you don’t, then you may find yourself in the unique position of being the company whose business is not based on relationships.

Every employee in your company is a Relationship Manager. The receptionist, the customer service technician, the CFO, the channel operations manager, and the Board of Directors…everyone is a Relationship Manager. In everyone’s job description there should be a goal of improving the relationships with the people in which you interact. There should be no exception.

Be unique. Be different. Your business depends on it. Realize, however, that relationships are fundamental and invest in ensuring that the relationships you foster will allow you to continue to be different.