My thoughts post conversation with Lana Rogers
Ken
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I recently sat down with Lana Rogers for a conversation that explored a range of topics related to marketing and strategy.
Lana, and her firm Gentle Lion Communications, fiercely advocate for brands that stretch beyond convention. With her tendency to lean towards the unorthodox, Lana said that "being unorthodox means that you're taking risks and you're doing something completely different that no one in your industry has done before." Certainly, there is something to be said about intentionally being different.
This statement reminds me of Michael Porter's famous quote "strategy is about deliberately choosing to be different." This thought underscores the essence of competitive advantage and differentiation in business...the keys to becoming one of not many.
I want to take some time and further explore the premise of being unorthodox. Here's what needs to be considered when considering how to make your small business different:
1. Differentiation: The Core of Strategy
- Not Competing on the Same Terms: True strategy is not about being the best at what everyone else is doing. Instead, it’s about choosing a unique position, set of activities, or way of delivering value that sets you apart from competitors.
- Unique Value Proposition: Companies need to identify what makes them distinct and focus on delivering unique value to a specific group of customers.
2. Deliberateness: Strategy Requires Intentionality
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Purposeful Decisions: A deliberate strategy means consciously deciding what not to do as much as what to do. This involves trade-offs.
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Clarity and Focus: A strong strategy is rooted in clear decisions about the market you serve, the products you offer, and how you operate differently.
3. Beyond Operational Effectiveness
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Not Just Doing Things Better: Operational effectiveness—improving processes, cutting costs, or enhancing efficiency—is not strategy. While necessary, it’s not sufficient for long-term differentiation.
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Creating Unique Value: Strategy is about offering something distinct that cannot be easily replicated by competitors, even if they achieve operational excellence.
4. The Role of Trade-Offs
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Making Choices: Differentiation requires trade-offs—choosing what to focus on and what to forgo. Companies that try to do everything risk losing their unique edge.
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Saying No: A deliberate strategy requires saying no to opportunities that don’t align with your unique position, even if they seem profitable in the short term.
5. Aligning Activities
When I asked Lana what is critical for a business to stand out from the competition she made reference to alignment. "Alignment within the company is critical because there are people who have really great ideas...but if your entire internal team cant rally behind that and is not streamlined with the values that you hold, then the idea doesn't matter."
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Fit and Consistency: Strategy is not just about one big idea but about aligning a series of activities to reinforce differentiation. Each activity should contribute to and strengthen the overall position.
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Difficult to Copy: When all activities fit together, it becomes harder for competitors to imitate the strategy without significant restructuring or trade-offs.
6. Long-Term Perspective
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Sustainability Over Time: Being different is not a one-time decision but a sustained effort to adapt, innovate, and evolve while staying true to your unique position.
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Avoiding the Race to the Bottom: Competing solely on price or efficiency often leads to diminishing returns. Differentiation allows for premium pricing and loyal customer bases.
Porter’s quote challenges businesses and individuals to reject the idea of "fitting in" and instead pursue meaningful differentiation. "Deliberately choosing to be different" is not just about standing out—it’s about creating a lasting, unique position that aligns with your strengths, serves a specific audience, and offers value that competitors cannot replicate. It requires clarity, focus, and a willingness to make trade-offs, ensuring long-term sustainability and success.
Are you a small business owner that would like to explore differentiation? Contact me personally ken@inegmaconsulting.com or 587.574.9521