Marketing - Choices

It was back in the mid 1990s that Tracy and Wiersema published an article in the Harvard Business Review titled, The Discipline of Market Leaders. In that article they discussed the choices that are available to all professionals and practices. Choices that impact staffing, training, competencies, competition, marketing, opportunity, growth, job security and relevancy. 


They identified three areas of exceptional performance to which companies can aspire - innovation, customer intimacy, and operational excellence as modeled by Nike, Nordstroms, and Wall-Mart respectively. Their key point was that all companies and organizations need a minimal level of competency in each of these domains but can only excel to world-class performance in one. 


One core choice focuses, informs and disciplines. World-class performance begins with a world-changing decision. 


In 2010, the same three options persist. They invite a choice that most professionals and practices will never make. Not making the choice is also a choice - one that guarantees mediocrity.


I've had a series of interesting conversations with practice owners and managers over the past year on the topic of what it means to rise to "world-class" performance in our professions. Not surprisingly, world-class is poorly understood within our highly fragmented, self-centric, and locally oriented industry. When it comes to best practices and outcomes, most professionals swim in a very small pond. Very few professionals or practices have recognized, much less considered, the prerequisite choices on which world-class performance, competitive advantage, and community contribution depends; and on which potent marketing depends.


The choice made by market leaders and the discipline such choices inspire is what differentiates the best from all of the rest. The choice is a difference that makes a difference - a difference with distinction - a difference that brands. Marketing in the physical therapy, rehabilitation, and personal training sectors tends to be undifferentiated and unremarkable. In such markets, great value can be created and rich opportunity can be found.


It all begins with fundamental choices that may be made. What do you want to become? To what level of performance do you aspire - "get by", "good enough", "average", "better than most", "best in town", or "world-class"? To what will you say "yes" and to what will you say "no"? How will you discriminate between competing needs and opportunities? To whom and about what will your messages be directed?


Most professionals and practices DO NOT ASPIRE TO WORLD-CLASS AND NEVER WILL! That truth offers a remarkable opportunity for the elite few who do. And it is on that understanding that "me too marketing" and "Meaningful Marketing" are differentiated. It is on that understanding that  market messaging may be transformed into messaging that touches and transforms the hearts, spirits and lives of people.


Marketing begins with choices and commitments.  Anything less is just words...


All The Best!


Bob


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Performance Builders