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  "Our Take"

(Past Editions by: Date, Title, Topic)

 
"Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
9/13/07 - Common and Ordinary
I read a coffee cup this morning with the following saying written on the side: "Coffee may be common, but it should never be ordinary." The slogan from a coffee vendor seems to be an effort to offer differentiation from other coffee choices on the market today. In the world of coffee we certainly seem to have that, don't we?
 
Price points for a cup of coffee versus CUP OF COFFEE is measured in multiples, not percentages. Many are willing to pay extremely significant premiums for that favored cup of Joe. The reasons are many and vary from coffee drinker to coffee drinker. Regardless of the reason, differentiation does exist. Part of it is product. I believe part of it is the experience too.
 
So if a commodity like coffee can differentiate by leaps and bounds, why do you think your product and service cannot command a "monster" premium? Trust me, it can. But it is up to you to figure it out. Do you have a differentiation story? Do share.
 
Gary Lemke, Publisher
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