Tuesday, May 24, 2011

How to Create Your Own Category of One

"Experiences are as distinct from services as services are from goods." - Joe Pine and Jim Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage.

Companies that deliver experiences have relatively little competition and relatively big profits.

Think: Disney, Apple Store, Victoria's Secret, Zappos, Virgin Airways.

Look at your business. Every part, from accounts payable to the web site.

Now, divide the parts into three groups: goods, services, experiences.

How many are in each?

How many parts can you move from the lower groups -- goods and services -- to the top -- experiences?


  1. Is your voice mail greeting "name, rank, and serial number" -- a dry service -- or something worth hearing on its own -- an experience?
  2. Are your invoices as dull as an IRS tax form, or do they THANK clients in a fun way and offer an incentive for referrals?
  3. Does your business card look like a glorified tombstone, or like one of these?

You get the idea.

When you deliver experiences to clients, you create your own category of one, where there is no competition.

"You do not merely want to be the best of the best. You want to be considered the only ones who do what you do" - Jerry Garcia

You'll find more ideas like these in my Free Report, Guaranteed Marketing.

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