"Select one line that you consider to be distinctive from the array below:
This may have been a difficult, if not an impossible, objective. All the lines are good within their own context. You could even declare that they are very good, or perhaps, excellent.
Different people will make different selections, based on their preferences. What is impossible to discern from the array is the one line that is indisputably distinctive; a global consensus on this individual line is not possible.
The point being made is that today, being good, very good, or excellent, is not enough. One must be distinctive. And consistently so. We need a renaissance of the brain, a reflection of the human spirit striving for continual distinctiveness in distinction.
Excellence is no longer adequate; an organisation must now be superlative in order to be sustainably different. In a world that is perpetually novel, organisations have to be incomparable at fundamentally reinventing themselves."
The reason why I am laughing away is because I have seen a catchy banner hung on the perimeter wall of the Singapore Chinese Girls' School (SCGS) on Dunearn Road.
In fact, I have written about it in an earlier post in the 'Optimum Performance Technologies' weblog.What Dilip is talking about & what the SCGS is offering, in terms of the availability of unique opportunities for students, is differentiating yourself from the competition.
Differentiating is a proven powerful strategy to gain mind share of the customer.
In fact, top marketing guru and creator of the revolutionary concept of positioning Jack Trout, together with Steven Rivkin, has even written a book, 'Differentiate or Die: Survival in Our Era of Killer Competition' to show great differentiation in action with excellent case studies from around the world.
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