Many business leaders will share with you that the face of business is changing. They may not be able to put their finger on which direction, but they recognize a shift. It is the age of a service and connection economy which leads to World of mouth.
How are you navigating?
The CEO needs a plan. So does the employee. Learning how to navigate a connection economy is likely not found in books or other resources produced prior to 2005. Perhaps prior to 2010 or 2015.
Working For You
How does marketing and advertising work? The best marketers are building a connection.
How do you get more sales in an overwhelmed digital world? The strongest sales growth comes through connections.
So many people claim to be suffering from information overload. Many regress to making fewer decisions based on their own research and instead lazily rely on their network.
This is true for the retailer, the E-comm, and nearly every business sector. It is also true for who gets hired or promoted. It is a connection economy and connections matter.
This is precisely why commodity products compete only for price. They are available everywhere and without any additional value. Their supplemental value is perhaps only in the convenience and ease of the (service) purchase and delivery.
Commodity products are tough. Amazon, eBay, and the carriers (UPS, FedEx, etc.) are winning. Good for them.
Average, similar, mainstream, and available anywhere means getting selected is tough. True for the job you just applied for, and true for the products or services your organization provides.
World Of Mouth
The great equalizer comes through the connection economy. Average sells when it is recommended by a friend. Similar works if a friend has tried it. Mainstream can be trendy if everyone in your community is on board.
Consider that the question may become, “What is it about what you are offering that makes it special enough to become a discussion item?”
Word of mouth is powerful. World of mouth is mind blowing. Connections drive both.
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.