Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> How to Stand Out Among the Competition

Written by: Vickie Sullivan  |  January 23, 2018

How to Stand Out Among the Competition

How to Stand Out Among the Competition
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How do you stand out when client criteria are nebulous? When you create standards.

My favorite example lies within this Strategy+Business article about defining moments. This tactic works in two environments:

• When the market uses buzzwords without a clear definition. Yes, “customer experiences” have been around for decades. The real problem: This term means different things to different people. Result: a struggle to build systems to deliver. When we create standards, the definition is now a rallying cry.


Listen: How to create standards that the market will love


• When the market wants something but doesn’t know how to get it. In this case, “defining moments” addresses what many companies already want: a customer experience that stands out. Because these buyers also know they can’t create that experience consistently, these standards stand out as useful.


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