Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success

Introduction

Quick, which airline do you associate with the following?

"We invite you to sit back, relax, and enjoy your flight with us today. If there's anything we can do to make your flight more enjoyable, please just let us know."

Your answer is probably "every airline." That's because pretty much every airline uses the same language on every flight. There is, of course, the government-mandated safety language that every airline must include in its on-board announcements; but beyond that there is a missed opportunity for airlines to say something different. There's also an opportunity for airlines to do something different, but most don't. The result is that you don't know whether you're flying Delta, United, or American. And chances are you don't care.

The airlines are just doing what most other companies do: copying their competitors. In a business context, imitation is not "the most sincere form of flattery"; it's just lazy. When you really think about it, copying someone else's business model demonstrates an incredible lack creativity and imagination. Yet most business and brands are just copies of someone else's.

Most managers invest their time and energy in trying to make their brands better, when in fact they should be working to make their brands different. Better isn't necessarily always better; different is better. Behind the scenes, American Airlines may be working hard to recruit the best people, deliver the most efficient service, and build the best maintenance record. ...