Poizon Ivy Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

very similar. It may be surprising, but in 95 percent of their actions, executives in competitive companies are doing nearly the same things. That's the "good management" that we talked about. If you take cellular company CEOs, for example, and interview each of them separately, asking them what's important to them, you're likely to hear pretty much the same thing from all of them: "I want an infrastructure technology with a horizon for future developments; I want more exciting phones; I must have great client service, a flexible and efficient billing system, and great added value and content services." Everyone will say exactly the same thing, because that is what is expected of a good cellular company. But good management isn't a strategy. If everyone does the same thing, and everyone is talented enough to do it well, would consumers differentiate between companies? Why should they prefer your company? Because you do it better? There's practically no chance that "better" is something consumers will notice, nor is it an advantage that you can maintain over time. The secret is in the other 5 percent. The 5 percent you do differently is your differentiation which is your strategy. If 5 percent sounds too little for you, I suggest that you remember that human beings and chimpanzees are 98 percent identical in their genetic makeup. If 2 percent can make that big a difference, then 5 percent, planned wisely, can do even more. Other concepts you know, such as positioning (your situation, relative to your competitors', in the consumer's mind vis-a-vis his purchasing considerations), and "critical success factors" (what you must do in your field in order to succeed) relate to good management, not strategy. Note that positioning and differentiation are not at all synonymous! Positioning refers to the comparison between you and your competitors in all parameters that are significant to consumers, which they use to compare their options. Differentiation refers to what sets you apart. Since it's something that is true only about you, there's no comparison in this respect. Good management provides you with the entrance ticket to the competition. Strategy allows you to win the battle for the consumer. I want to illustrate the principle of 5 percent difference for you with an admittedly unconventional, but very elucidating example. Mind you, I do not mean to glorify this company, just to make a point. In Canada, there is a news company called Naked News, and it broadcasts

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