EXTRA-ordinary

I've been reminded of the futility of seeking something "unique" to differentiate a business when the basics are not being done brilliantly well. Many companies ask me to help them find something that will knock out the competition when all that's required to achieve this is to just deliver what they already have, superbly well.

I now get clients to look at the ordinary things, the stuff they have to do anyway, and ask "are you doing these ordinary things EXTRA-ordinarily well?" Only when they can truly answer "yes" should we then seek to discover something new - although in most cases this won't be necessary as by doing the EXTRA-ordinary you'll be beating the competition hands down anyway.