I don’t understand why Seth didn’t link to the Lynx Transport website in his recent post, 478-PETE. It really is a great example of something that we’ve been talking about for a long time…everything commoditizes over time except for you.
Differentiating on your product speeds-and-feeds? Any viable competitor is “close enough” in capabilities, and can likely do the job well enough.
Differentiating on your processes? There are only so many ways to do things, and processes can be replicated. (They’re probably hardcoded into your ERP system, anyway.)
Differentitating on your infrastructure? Another competitor can get the same hardware and software from the same vendors that you did.
I’m not even going to talk about competing on price.
There really are two big long-term differentiators. One is execution, naturally.
The other is the people in the organization, the unique collection of personalities and personal reputations that are the soul of the business.
What Pete at Lynx Transport has done is bake his personality and his personal stake into the organization, and that commitment rings through, loudly and clearly. The company’s about page reads like a blog entry. It’s refreshingly basic and B.S.-free. First person writing. Firsthand accounts of what’s gone on in the company. It’s a glimpse into the “who” and the soul of the organization.
All business is personal.
UPDATE: Just found this in Pete’s FAQ list
Q: Pete, could you sum up your business philosophy?
A: I’m glad someone asked that question. We work hard to please our customers. We have experienced employees and purchase and maintain a fleet of late model trucks. We have all the boxes, packing supplies, moving pads, dollies, ramps, liftgates, etc. to do your job professionally.
I, as president of Lynx Transport Company, try to put myself in the customer’s shoes. I try to service their needs and address any problems as if I were the customer. This has proven successful since I started the business in 1981 – Good ideas don’t go out of vogue.
Go, Pete, go.
I like this story. I read it initially on Godin’s blog. It is true that the only real differentiator is the human element once competitors start matching services and prices.
Sure, if you can’t distinguish what you sell from the other guy, then distinguish HOW you sell. Develop and follow a sales process that honors the customer and focuses on usage – how with your stuff, customers can overcome challenges, take care of issues, and/or reach goals.