As I was writing my book, The Power of Differentiation, something cataclysmic happened. The book was nearing completion and the premise was sound: a company must discover (not create) its differentiation, then name it and promote it to customers. Simple. But then the unthinkable happened: the COVID-19 pandemic.
Between 2021 and 2022, nearly 100 million Americans walked off and quit their jobs. While some companies struggled under the weight of “The Great Resignation,” others benefited from incoming talent seeking new opportunities. It became clear to me that simply identifying our differentiation wasn’t enough to drive success. First, we needed to celebrate it with the most important people in the world, our employees, helping them find meaning and significance in what they do. The great Seth Godin puts it this way:
“We need to differentiate our brand and products to fight the competition, but we also need to differentiate so our people want to stay on the job and do their best.”
The Gesture. Win Hearts, Minds, and Market Share is the subtitle of my book; it’s a powerful mantra. As I prepared for a keynote speech, I stumbled upon a “gesture” that brought it to life. Try this: Touch your heart. Next, place both of your index fingers on your temples. And then, hold your hands in front of you and rub your fingers together to symbolise money. This is what we leaders must constantly be focused on.
Hearts. Employees—in fact, anyone who builds, designs, sells, distributes, services, or represents a brand—must feel that they are appreciated and doing something of value. They are sceptical, and that’s understandable—there are few business leaders (or leaders of anything for that matter) that are viewed positively today. It’s sad, but the person in charge is often labelled as evil, incompetent, self-absorbed, or worse. The modern leader must work every day to prove the opposite.
Minds. Our people, supplier partners, and customers must believe that what we are producing makes good sense: it’s smart, insightful, and, at the minimum, doesn’t make things worse for anyone. That brilliance must be clearly promoted so that the masses understand how unique it is and the genius behind it. Otherwise, it’s just a commodity.
Market Share. The first two parts of the gesture I previously described—hearts and minds—create the momentum needed to capture market share. Customers will recognise and sense when people genuinely care and believe in the brand they represent. It’s infectious. That passion will position our ideas and products in the strongest light and provide a personal, human connection to the brand.
It is a new day. It can no longer be assumed that doing a good job as a leader guarantees employee loyalty. Our people need daily proof and reinforcement that we are different from the negative images they see in the media. The annual company celebration or occasional bonus isn’t enough—we must demonstrate our values every single day in every interaction.
Every move you make comes back to the gesture. Are you looking at eliminating a unique product feature? Looking to increase sales by altering what your company stands for? Before proceeding with those thoughts, consider how it may affect hearts, minds, and market share.
There is no market share without uniting hearts and minds. And no “minds” will buy into your genius unless people know your heart is in the right place.
About the Author:
Barry LaBov is a two-time Ernst & Young Entrepreneur of the Year, a recognised author, keynote speaker, brand strategist, and founder of LABOV Marketing, Communications, and Training. The LABOV agency specialises in helping clients discover and celebrate their brand differentiation to rally their organisation, and ultimately their customers. LABOV’s clientele includes Harley-Davidson, The Macallan Scotch whisky, Audi, and other leading brands worldwide. His book, “The Power of Differentiation: Win Hearts, Minds, and Market Share,” was the #1 New Release in Marketing on Amazon. Barry has guested on nearly 100 podcasts and is co-host of Difference Talks, which has featured top-selling authors, leading CEOs, and performers in sports and music. He is also an in-demand keynote speaker, inspiring audiences with stories of great leaders who have transformed their companies by discovering and embracing their brand differentiation. Learn more about Barry at https://www.barrylabov.com/.
Published by BrandingX.co.
