Update: Ricky and I were on the same basketball team that lost two close games. We talked about what we could do better next time, but that conversation switched gears quickly when the subject came around to what we do. I mentioned that I like working with entrepreneurs. He admitted he was one of those entrepreneurs launching something in October.

He wouldn't tell me what because it was supposed to be hush-hush. He and his partners have a killer business plan, got some top notch people on board and are so well funded they are turning down venture capitalists who want a piece of the action.

Is this thing all hype... ready to blow up in everyone's face? Or is it something with the potential to create an abundance of millionaires? I'll find out after we meet later.

But here's what I'm getting at...

Ricky and I have played on the same court for about a year. He didn't know what I did and likewise. I thought he was locked into some job for life.

Little did I know...

Feature Article: Help Me, I'm Average...

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Show Me the Proof...

Many moons ago a nice lady told me her garage mechanic (before they were called technicians) told her he wanted to change her car's oil with Castrol Oil instead of the shop standard. At that time Castrol aired national TV campaigns claiming their oil was the best oil for high mileage cars. This lady wanted Castrol Oil and nothing else.

Being the devil's advocate that I am I suggested, "The reason your mechanic steered you toward Castrol Oil was because he probably bought a whole bunch of it and needed to get rid of some." Or maybe he got a special deal from a local supplier. Or maybe the mechanic who sold the most Castrol Oil will get a shop incentive.

I don't know. But what I do know is I won't buy into the hype that one oil company formulated a special oil just for older engines. That's totally absurd. Doesn't that also mean using Castrol Oil is not as good for newer engines?

The lady was sold on the Castrol, the whole Castrol, and nothing but the Castrol. My hats off to Castrol for finding this niche of car owners. Hopefully, being the smart and savvy consumer that you are, you won't fall for all the hype that's out there.

Help Me, I'm Average...

What sets your business apart from your competitors? What makes doing business with your company a unique, rewarding and pleasurable experience? And why would any customer want to return?

There's a lot to be said about standing out from the crowd. You differentiate yourself inside the mind of the consumer. And your customers rely on your uniqueness to validate their buying decision.

Let's review a few examples of why distinguishing your business really pays off:

Case Study #1...

I remember seeing a retirement cake about every other month with my former employer. The cakes weren't fancy by any means. They were average: A no-frills, highly sweet, frosting-rich dessert you can buy at any supermarket with an in-house bakery.

It didn't take me long before my craving for these cakes subsided. Why? Because it was the same, ordinary cake each time. It didn't stand out. There was not one thing special about it. It was ordinary.

The takeaway: don't be ordinary.

Especially in your marketing promo. If your promo doesn't stand out from the pack—it won't get noticed. And what doesn't get noticed... doesn't sell.

Are you ready for Case Study #2?

Recently I received a mass e-mail invitation to a birthday dinner from a business associate. I decided not to attend. Not because we were on bad terms, but because there was nothing unique about the invitation.

When she sent out the e-mail blast, she automatically grouped me with everyone else in that group. But wait a minute... I gave my time, talent and resources to her like no one else had in that group. At least send me a card invite. Because she didn't do that—I didn't feel any obligation or any urgency to RSVP either way.

The takeaway: make your clients, colleagues and customers feel important.

Do you offer them deals not open to the general public? Do you give them an advance preview of sale items before you publish your ad? Do you send a pair of theater tickets as thank-you gifts or is it the standard box of See's Candies?

Get ready for Case Study #3...

Working at my dad's cafe I recall the delivery guy was short on large eggs. Dad was stuck with the medium size. He instructed me to save the dwindling supply of large eggs for the regular customers while the mediums went to the casual crowd.

Of course I bungled an order with a regular customer. Which put my dad in an awful spot. That customer didn't return for another two weeks.

The takeaway: take care of your best, regular, and significant clients bar none.

Make sure they're happy with their order every time. If there are any irregularities, let them know ahead of time... or maybe compensate them. They'll understand. Really.

If you want your business to stand out from the crowd, then you must conduct your business in a way that separates you from the crowd. If you don't stand out, then you'll be grouped together and the consumer will usually choose on best value. Avoid being labeled average by standing out from the group.

Warm regards,