Guts—Now That's a Differentiator.
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In the Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. I hope it will inspire you to discover and share your own brand’s uniqueness with the world.
No one and no thing (nothing) is perfect. Today, as leaders are pressured to be correct (politically and otherwise), the pressure on them is to avoid taking chances, to play it safe. Our employees expect that as well. But if you want to make history, that takes conviction. I’ll share two true stories to inspire you to take that leap of faith and stand up.
Jonathan Randall was a newly installed executive at a respected chassis manufacturer, a formerly entrepreneurial business that had become, in his opinion, slow, plodding, and corporate. “JR” was driven to change all that, pledging to revitalize the brand, declaring, “I want to make history.”
His task was even more daunting due to the recent success of the business. Their competition was formidable but limited to only three players, and his company led in several segments. So why go through all this to “make history?” He made that clear. “We’ve forgotten who is in charge: the customer. We need to upend the entire culture. Today, our focus is on what’s easy for us, and that must end, now.” That took a huge amount of…confidence.
Undertaking this massive culture change meant that his team had to be receptive and supportive. It sounds easy, but when you’re already successful at selling chassis and the parent company isn’t complaining, it’s far easier to be complacent.
JR led this revolution with the rally cry “Driven By You,” with the “you” being the customer. He awoke the entire enterprise and inspired them to listen to the customer and, yes, actually respond with an answer immediately. It wasn’t easy—his leaders needed to train employees to believe in and deliver this new customer experience. In the end, he and the brand succeeded.
When I say “succeeded,” I mean they increased market share from 40 percent to 70 percent for most products they built, which is unheard of. And because the customer experience was now elevated, JR and his team took the lead as well in the only segment they had not previously dominated, the coveted premium, high-end segment.
Always up to tackling new challenges, Jonathan Randall is now President of Mack Trucks, North America, leading that extraordinary century-old brand into the future.
Difference-maker #1: Don’t accept good enough. If we should (not just could) do better, let’s do it.
Johan De Nysschen took the helm of an esteemed European automaker and immediately shook things up. Unimpressed with their solid but not segment-leading position, he refused to allow their sales team to discount models to “hit their numbers.” Instead, he demanded the entire organization stand up for the brand by commanding the price it deserved. After numerous head shakes and eye rolls from his leaders, Johan persevered. Due to his courage, the brand proceeded to achieve record sales each month for years to come. I was there to witness Johan in that era. He appeared to be totally convinced this was the correct path to follow. Later, we spoke and he openly shared that it had been rough, and he had sleepless nights as he marched through this. But he persevered, he believed, and soon so did his leaders and, eventually, his entire enterprise.
Difference-maker #2: Stand up for your brand. Demand that it be treated (and purchased) for what it is worth.
It’s not easy or comfortable to lead. Inspire and energize your team by displaying your belief in them and what your brand represents. When they see and feel that, they will become a dedicated army fighting by your side.
What do you need to do to make history?
I shared automotive industry icon Johan de Nysschen’s story in our message above. In addition to being featured in my book, The Power of Differentiation, he was a recent guest on our Difference Talks podcast and was fascinating and inspiring. Hear his entire interview (31 minutes) as he discusses his experiences leading the turnarounds of both Audi and Cadillac in America. He’ll inspire you to stand up for your brand, even against the odds. Don't miss this episode!