Innovate Where You Differentiate

September 12, 2013  

In Best Practices are Stupid, I discuss the need to “innovate where you differentiate.” That is, discover what you do better than everyone else and rally all of your innovation efforts around that.

In the book I discuss one company that does this well – USAA.  They provide financial services to families of the military. For them, their differentiator is clear: they serve those who serve our country. In other words, customer service.

Today I saw confirmation that indeed USAA is innovating where they differentiate. They were #1 and #2 in customer service rankings according to the 2013 Temkin Customer Service Ratings. Congratulations USAA.

What about you?

  • Where do you differentiate?
  • On which list would you be #1?
  • Does everyone in your organization have a clear understanding of this differentiator?
  • Is this used to prioritize your innovation efforts?

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One Response to “Innovate Where You Differentiate”

  1. Driving Your Differentiator Down | Business Innovation Speaker and Consultant Stephen Shapiro on November 5th, 2013 7:01 am

    […] Imagine you are a company that produces products for consumers. It could be toothpaste or soft drinks. You decide that your differentiator is your marketing. (Read one of my articles on “Innovate Where You Differentiate“) […]