Friday, October 7, 2005

Good enough...or remarkable?

Where were you when good enough stopped being good enough? Maybe you weren’t even aware that it had. Maybe you’re still stuck in an (insert organization type here) that’s good enough…and dying.

Enough already! If your customers don’t leave an interaction with your company/product/service and rave to others about it, you won’t last. If your customers aren’t talking about you, no one else will. To get them to talk about you, you have to wow them…you have to be remarkable.

“But,” you say, “we make bicycle seats or hair brushes. We’re not remarkable.” You’re right. Ninety-five percent of what you do is NOT remarkable and you know what? All of that can be done from India for one third of your cost. I came across a listing on Adrants with the subject line: partnership with your ad agency for creative design from India. The body of the listing read:

Our ad firm can dish out good creatives for any kind of advertising. Very innovative when there is a specific need. We cover Print campaigns, posters, any other kind of POS merchandise, hoarding designs, invites, magazine page layouts for articles, backdrop designs, You should find us cost effective with jumpstart of half a day after your brief due to the time zone. So if you want some peace now drop us a line… (Emphasis mine).

Cost effective. No kidding. And you thought only customer service and manufacturing jobs were moving overseas.

Because 95 percent of what you do is no different from the designer in India is precisely why the last five percent is so crucial…because that’s where you can become remarkable.

Moocoverlittle_1_1 THE BIG MOO is Seth Godin’s clarion call for businesses to start being remarkable or start dying. It’s not a handbook or a textbook and it doesn’t have a 12-step process to becoming remarkable. If you think that exists, then you also probably still think you need an MBA to succeed in business.

The book is a collection of 33 individual essays on becoming remarkable. Each essay will inspire you and show you how easy it is to become remarkable.

Yes there are extraordinary features: none of the essays are credited, proceeds go to charity, blah, blah, blah. (I cover some of the features in an earlier post that explains how I came across a copy of the book). All of that is secondary to this: THE BIG MOO will force you to think about how you can become remarkable. I had to reread most of the essays, because halfway through each one I found myself thinking about similar things I could do and wondering why I hadn’t done them already.

This book will engage you. Stop being good enough and start being remarkable. Start with THE BIG MOO.

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