Create Your Secret Sauce

A company without a secret sauce will be commoditized in the eyes of the consumer. 
 
A company with a secret sauce will become exponentially more valuable, in the eyes of the consumer, and in the valuation done by prospective buyers of the company.
 
In marketing terms, we call this differentiation. 
 
How are you different from the other options in the market? Not just different from your competitors, but different from all other options your prospect or client has.
 
When figuring out how to be different, it is easy to shift your mind to services offered, and what you specialize in. But we will talk about that next week. That is call specialization.
 
For differentiation, I would encourage you to focus on the experience that the client has with your company. Not the actual product or service.
 
Remember, a client will never forget how you made them feel. This goes straight to the point of differentiation.
 
Most companies interact with their client in a very transactional way. They sell a product or provide a service, then collect money for the sale. 
 
Very transactional. Very boring.
 
To determine your secret sauce, show empathy and put yourself in your prospect or client’s shoes. How do they want to be treated?
 
How can you surprise and delight your clients in a way that nobody else in your market can?
 
Look how other companies in other industries surprise and delight their clients.
 
Come up with your own ideas, too.
 
Whatever you do, DO NOT look at what your competitors are doing. They are almost certainly getting it wrong.
 
The client experience can be systemized into a process, without losing the personal touch.
 
That is what we spend a lot of time on in Maverick Warriors – how to create a personal, recurring process that becomes your Secret Sauce!
 
Have a great week, my friend!
-Dave