How to differentiate your company

So here’s the trick as I see it. People need to stop trying to differentiate simply on the product alone. They just shoulds Differentiate (like these guys ).

Let me use our company as a case-study here. I own a presentation firm, our clients are in big companies, in theory they just come to us. However when they come, we have a rule, and every employee knows it:

When someone visits our office we-have to make Such year print That People talk about us later at home, not just at Their office.

So we collect em in a stretch limo with hot-rod flames , we-have no corporate ID , business cards collectable goal ( here’s one ). My desk is a queen sized bed , D’ave: has a coffin for his, we-have a beach in the office, customers get doggy bags When They leave, and there are lots of –other little things.

None of this has anything to do with our product though.

Here’s the secret, the product rocks, it has to it, but it does not matter if they talk about the product or not, as long as they talk about us.

The human brain likes to compartmentalise things, so we set out to make an impression, a big one. That big impression gets tagged “presentation guys” in our client’s mind. Later When They chat to someone about presentations, That tag sets of an alarm and our guy will say, “You just-have to chat to this crew, they ‘re really good, and crazy too, they …”

So make sure your product is better than good enough, then differentiate on the simple day-to-day things that no-one else bothers with. Our visitors apologize that their business cards are so dull. That’s a cool conversation to have.