Point of Difference

This edition of the Espresso is coming to you from the Olsen hotel in Melbourne Australia, a hotel part of the Art Series of hotels. What’s unique about the Arts Series Hotels is that each hotel is themed on a famous Australian artist.  Every room, corridor, conference room, and public area is covered in art by John Olsen. Each day I read stories published by many business experts talking about having a point of difference (mind you many of them have no POD themselves). It’s become wallpaper. What’s your unique proposition, your point of difference, what will stand you apart from the rest?

Most leaders read this, acknowledge it, but then do nothing about it. 90% of the websites you visit today have no clear point of difference articulated beneath their logo or in the first part of their copy, let alone having staff who can clearly articulate what makes their company different and/or famous.  Everyone talks about it, but so few can do it.

I was setting up for my speech in the conference room of the Olsen when I said to one of the staff ‘what’s the story with this hotel?’. He told me about the arts series of hotels and I believe is one of the few hotels that clearly has a point of difference to any other hotel I have visited in Australia. It’s a clear point of difference, demonstrated in every room, and articulated in both its back story and execution.
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Everyone knows you need a point of difference but sadly so few companies have a brand that stands out.  Audit yourself! Go to your website - check out the front page, look at your business card, email signature or the front door of your office and ask yourself ‘Am I telling my customer why I am different?  Your customer needs to know why? Why you?’