Review: Collapse of Distinction

 First published June 22, 2009 

“People are craving, even coveting, distinction. Being different, standing out, getting noticed in a sea of sameness is vital to an organization’s sustained growth and profitability…businesses that stand out ‘provide a service of perceived higher value to buyers.”

This is the basic premise of Collapse of Distinction by Scott McKain. Each of us can list on one hand the times and companies that have delivered to us a customer experience that was memorable or distinctive. Why is that? The author argues that it is because businesses, for the most part, are focused on achieving their sales goals and not on creating value for the customer. “It is overwhelming how many companies focus on not losing to the competition rather than on delivering what customers really want.”

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