Get OUT of Your Industry And Lead IN It!

What?  Yes, to dominate your industry, you need to look outside of it. Look at every industry leader and you will find that they do things outside of the norm for their industry.

Starbucks isn’t a normal coffee shop.

Barnes and Noble isn’t just a book seller.

Apple doesn’t make just computers.

Disney isn’t another theme park.

Google isn’t just a search engine.

All of these are more than their industry and, therefore they lead it. To lead it you have to change and go outside of it.

Here are some examples of changes you can make:

• Keep your hotel, but sell the destination.
• Keep the health care facility, but sell the experience and food.
• Keep your customers, but change what you sell to them.

• Keep your employees, but change what you do.
• Keep your products, but change the way you deliver them.
• Keep your customers, but change how much you sell each one (bundle services).

Get it? It’s laughable when I talk to meeting planners and committee chairs every day who choose to hear speakers from within their industry (okay, they can get them cheaper – but at a higher cost to their members in attendance). Like this is going to give them a leg up on the competition – which is sitting all around them hearing the same message.

If you want to lead your industry, first fire the industry speaker, or the klutz who hired them. Then look for people with exposure to other industries and a world of ideas and possibilities.

Look for people who say, “This works over there; let’s see how it works for you here.” Look for ways to differentiate from your industry, not in it, to lead the way out of it.

Jim Mathis is an international professional speaker and best-selling author of Reinvention Made Easy: Change Your Strategy, Change Your Results.  You may subscribe to his monthly e-zine by sending a message to SUBSCRIBE@jimmathis.com.  An electronic copy will be sent to you each month.

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