This work offers a summary of the book "COLLAPSE OF DISTINCTION: Stand Out and Move Up While Your Competition Fails" by Scott McKain.
Scott McKain is chairman of McKain Performance Group, Inc., a consulting company which specializes in corporate educational programs based around the concept of strategic differentiation.
In Collapse of Distinction, McKain asks the reader a crucial question: "Can your customers tell the difference between you and your competition?" Homogenization in the name of efficiency has been a theme of business for the past decade.
Today, all kinds of products and services look and feel the same regardless of who provides them - and customers are revolting because of that.
According to McKain, instead of standardized products, customers crave distinction. They want products that stand out for all the right reasons because they are delivered by companies which are fanatical about creating a great customer experience. And this is especially true when the economy is down.
If you can create distinction, you lift yourself above your competition and create the conditions which will allow you to charge more for your products and services.
Collapse of Distinction teaches how to differentiate from the competition, even in tough economic times.