“If you and competitors have essentially the same messages, then you have painted yourself into commodity corner,” writes Vistage Speaker Jaynie Smith in a recent blog. As bad as having the same message is a message that has been used so often that it’s earned the mantle of cliché.
Ms. Smith suggests you look at your messaging and answer the question “Are you at risk of death by a thousand cliches?
After you’ve read her post, I highly recommend her book “Creating Competitive Advantage,” which challenges executives to consider that just because their company has strengths it may not have a competitive advantage.
You can read her book on a short plane flight. You’ll be looking at your company differently by the time the plane lands.
