COTT MCKAIN wrote the book on creating distinction in a world of homogenization. In Create Distinction he discusses how we got here and how we can create distinction for ourselves and our organizations. Having passion, product knowledge and commitment is not enough. Are you creating a distinctive story so that those who chose you the first time will come back for more? It’s not just a matter of being different. It’s about being uncommonly excellent.

Creating distinction is based on four cornerstones: clarity (being precise about who you are), creativity (built on clarity, it’s about discovering a different approach—delivering creatively), communication (creating and delivering a compelling story), and customer-experience focus (create distinctive experiences for your clients).

In the years since Create Distinction was published McKain realized there was another place beyond distinction. Becoming iconic. Once you achieve distinction, it’s time to become truly iconic. In Iconic: How Organizations and Leaders Attain, Sustain, and Regain the Highest Level of Distinction, he writes:

Iconic organizations and leaders have become such universal symbols of distinction they are not only irresistible to customers in their marketplace, they compel interest and admiration across a wide spectrum.

How do you attain iconic status? How do you maintain and enhance that status once you achieve it? And how do you regain that status if it has eroded in the marketplace? The answers to these questions are explained in detail in this book. Briefly, the process is based on the five factors of iconic performance that take an organization or a leader to a level beyond distinction:

Play Offense. “Every moment you are playing defense against the competition wastes a moment you could be innovating to make them irrelevant.” Play to your strengths and create accountability with clear expectations, measurement, feedback, and consequences. Make it special—leave a trail of tangibles.

Get the Promise and Performance Right. People evaluate us on promise and performance. “The challenge is that customers will always evaluate your performance based on the promise from their point-of-view … not yours.” Performance is in the eye of the beholder. “Iconic companies find a way to accelerate their promises while improving their performance to a public that has already become predisposed to expect their excellence.”

Stop Selling. Build a relationship. “Appeal to the aspirations of your customers and prospects. Then invite them to savor the experience that they desire through your product or service.” Think less like a professional and more like a rapper—let it flow!

Go Negative. This may seem a bit counterintuitive. Know your weaknesses. “Iconic companies are obsessed with learning what they did wrong, so they can change the behavior—or process—that created the unpleasant experience in the first place.” Check your culture. It may be holding you back from iconic status. “Don’t be satisfied with satisfied customers. See to have amazed, thrilled, and overjoyed followers.” Go negative doesn't mean a negative attitude. Instead, develop a defensive pessimism. “Defensive pessimism is examining what has gone—or could go—wrong, so you take the necessary steps to prevent it from occurring.”

Reciprocal Respect. Disrespectful behavior should never be tolerated. “What you tolerate you endorse.” How do you display respect to others? McKain recommends six ways: Don’t just hear—listen. Display open body language. Don’t nitpick. Show how you’re following up. Don’t withhold praise. Treat others equally and with sensitivity.

Obtaining, maintaining, or regaining iconic status requires brutal honesty. Think like a start-up. Have an innovative mindset and look at everything you do from a fresh customer-centric focus.

Again be sure to examine your culture. “Until your culture is right internally—no matter the size of your organization—many of your external efforts won’t help.” Your efforts may just draw attention to what you’re doing wrong in the eyes of your customers. Everyone in the organization needs to be on board with providing an excellent experience. “All components of the company have to be aligned internally before they can expect results externally.”

The examples McKain uses throughout really help to drive the lessons home and trigger the thinking necessary to implement them in your situation.

By the way, McKain has a great set of five short videos on his Instagram page explaining each of the five factors. Here’s #4 on Going Negative.

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Posted by Michael McKinney at 03:23 PM
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