Author: admin

I was lecturing at Cranfield University the other week and imparting useful nuggets about how to get started in business. It was great fun to share my learning, laugh at my mistakes and encourage people to follow their dreams.

Amongst the content was a section about marketing, which is a vast and interesting subject. However, I was able to cut it down to size, thanks to one of my own professors from when I was a mature student there over 15 years ago. At the end of his lecture about business to business marketing I put my hand up and asked:

‘Professor Millman, you’re an expert and have worked in marketing for many years. What is the essence of successful marketing?’

‘Differentiation’, he replied. ‘That is the secret. I suggest you look up Theodore Levitt.’

I thanked him and then went and purchased the classic book: The Marketing Imagination. Chapter four is all about differentiation and well worth reading.

Differentiation is about making it clear what exactly we do differently from our competitors. Any product or service can be differentiated and it is up to us to explain to people what makes us unique. This allows them to compare and contrast us and then to make an informed purchasing decision.

Unique combinations add value – that is the mantra here.

When we combine our skills and talents we arrive at a combination that is unique to us. This means we can put clear water between ourself and the next person.

For example, I am the only business coach I know who mixes Lean thinking with Transactional Analysis and his own published management models. Other coaches are available and if you want my particular combination then you’re free to choose me!

This week, have a think about what makes you and your products and services unique. Enjoy making differentiation part of the foundation of your business success.

Next week: watch out for over-trading!

I’m not sure about you, but sometimes I don’t get enough sleep. That is, unless I’m forced to watch Les Miserables, and then I have a happy three hours. (Please don’t write in, I’m sure there are things that I love and you don’t….Battle of Britain anyone?)

Many years ago I worked with a manager who a) never slept b) always complained about never sleeping and c) kept everything in his head.

Can you spot where he was going wrong?

I read a book recently, The Dummies Guide to Mindfulness. I picked it up at Liverpool Street station and found it to be really rather interesting and since then I have been much more aware of improving my sleeping by:

a) Not drinking caffeine before bed.

b) Doing a couple of gentle stretches to unwind from my ‘parked at my desk’ position.

c) Writing down a quick To-Do list so that I can leave my brain next to my laptop.

d) Focussing on noticing my breathing in bed instead of ticking off tomorrow’s potential pitfalls (counting your breaths in and out is a good way to relax).

e) Allowing any thoughts about future worries to remain just that – they are only thoughts!

This last point is particularly useful, because when we are being mindful (increased awareness of ourselves in this moment in time) it is helpful to know that a thought is just a thought. It isn’t a fact or an action – it is like a breeze through our mind and we have thousands of them all day. We don’t have to act on them, most of them are fleeting anyway and they are certainly not a concrete version of the future. I like knowing this – it is a hopeful way to live and when you’re in business and times are tough it is good to know that we make our own future, that we can focus on the here and now (instead of frittering our life away with endless worries) and that with a mindful approach we can sleep well at night.

Being sleepy at the wheel of a car can be the same as drink driving. I’m sure none of us do the latter, but maybe a few people do the former?

This week, have fun being mindful. Live in the moment, accept thoughts are just breezes and count our breaths when we are wanting to sleep. If we take a moment to help ourselves today then tomorrow could be a happier place!

Next week: A top marketing tip, courtesy of Theodore Levitt