A company can outperform rivals only if it can establish a difference that it can preserve. That difference or competitive advantage is the core of your strategy.
One of the Apple's competitive advantages is extreme attention to the details. The designers have to come up with ten different concepts for one idea. They don't just stick to the first thing that comes to mind; they explore all possible solutions, they innovate. I would love to think it's all 'Eureka" moment, but it's not.
Creating multiple choices first to be able to make the right one is what sets Apple's designers apart. It's believed, that the more you compete (test ideas) inside the company, the less you have to compete outside.
Here are some of the Apple's core principles:
"If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy. Abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time. There are a thousand no’s for every yes. We simplify, we perfect, we start over until everything we touch enhances each life it touches.
Only then do we sign our work: Designed by Apple in California."
This video tells us how different the company can be and structure its internal activities to provide an edge over the competition.
In every industry, there are tools & best practices that become widespread and generic. Some organizations define strategy as looking at what competition is doing and then applying the same set of activities but more effectively. Sameness isn’t strategy. It is a recipe for mediocrity.
"There are lots of ways to be, as a person, and lots of people express their deep, deep appreciation in other ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there, and you never meet the people, you never shake their hands, you never hear them tell their story, or tell yours, but somehow, in the act of making something with a great deal of care and love, something’s transmitted there. And it’s a way of expressing to the rest of our species our deep appreciation.
So, we need to be true to who we are, and to remember what’s really important to us. That’s what’s going to keep Apple, Apple—if we keep us us."
Think of your company. What really sets you apart from your competition? What internal activities could be structured so that only your company can deliver superior value to the customers?
A simple description of the unique activities can generate a distinctive customer value proposition. It also provides an incisive characterization that could not belong to any other firm. This is the goal.
Do you think that outlining specific internal activities that your firm can deliver on is a recipe to a great value proposition?
Share your opinion in the comments below 👇🏻.
Have a wonderful day!