In the New Scientist (19th April 2008) they mention in their Evolution feature on page 30 that “You Don’t have to be perfectly adapted to survive, you just have to be as well adapted as your competitors are.” Whilst this may be true in the animal kingdom, evolution over a relatively short time in the business world, has determined those days have long gone. Thank goodness!

Being good enough to be just as bad as your competitors sends an interesting and telling message to customers. Those companies that are doing well in crazy times are breaking the rules, generating creativity, standing out from the crowd and, perhaps in some instances, not giving a damn what their competition is doing.

Differentiating ourselves at every stage in the business process is mandatory. Knowing what makes us distinctive and then communicating that in a compelling message captures customers imaginations.

Sometimes it’s the right thing to do your own thing!

Learn a little more in the free e-book at www.clarityprojects.co.uk