I’ve worked both sides of the business fence—the creative and the corporate (and continue to do so). The strange things is that all industries are facing the same challenges as our world gets smaller, more integrated, and increasingly populated with competition. All types of businesses, whether we are selling tacos, signs, t-shirts, cardboard, technology or books must answer the same questions or face extinction:
Why not someone else?
What do you offer ME?
What makes you so special?
WHO ARE YOU and why do I (the consumer) care?
A Lesson from SEARS
For generations, Sears was a corporate juggernaut. Sears promised quality products at an affordable price. Then, Kmart came on the scene. So, Sears decided to get a bit fancier and more like a higher end department stores like Macy’s in reaction to increasing competition.
Yet, herein grew the confusion. Those who viewed Sears as a…
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