The nature of the printing industry continues to be redefined and at an accelerated pace. Changing customer demand and advances in digital communication options bring major challenges to businesses looking to adapt, anticipate and respond. These shifts indicate a change in strategic focus.

The need to track and grow market share is now a top priority. While being competitive is not a new requirement, taking market share with intention brings into sharper focus the need to be different.

In his seminal article “What is Strategy”, Michael Porter points to many factors that contribute to sustained success for organizations in any industry or profession. The single most impactful among all of these is uniqueness: the need to be different in the eyes of your customers.

The desire to attract and keep customers is nothing new. Getting those customers from a competitor requires a different approach. Your branding, marketing, promotions and communication strategy cannot rest on your capabilities alone, but on how these stand out compared with your customers’ best alternatives.

Why is your organization better? How will circumstances and results improve for customers doing business with you as opposed to a someone else? What are your differentiating qualities? While these may include technological applications, do not overlook the unique expertise and/or knowledge of your team members.

These questions and others must be addressed, understood, articulated and promoted in your customer-facing communication.

Implementing a differentiation strategy will serve you well as you recruit clients (and team members!) with whom you may enjoy a mutually beneficial relationship.

Crafting a new and different strategy doesn’t have to be complex or confusing. It does require a careful, structured process which can be accelerated with the help of a skillful, experienced facilitator.

What is your organization’s unique ability? Which of your processes, methods, knowledge, capabilities and experience differentiate you from the competition. How do your team members work with your best accounts to ensure their success?

For more information on ways to create and promote a differentiation strategy for your business, contact me at joe@ajstrategy.com.