How Drawing Contrast Makes Your Business Stand Out From the Crowd

In the world of art Contrast is defined as; ‘the difference in quality between two instances of an art element’. The greater the contrast the more something will stand out and call attention to itself.  In the world of business the same holds true.  

As a firm, you should constantly assess where your focus lies, (see prior post on Focal Point) and how that focus effectively sets you apart from others. You do this by contrasting your assumptions through different sets of eyes:

• First, look at your Focal Point through the lens of client needs and expectations, competition, market conditions, and industry evolution. 

• Second, enlist the help of third parties to offer their perspective (you are too close to the situation to be objective); business experts, clients (past or present), competition, and someone who doesn’t have a clue about your business.

A Business must have a well-defined Focal Point so employees understand its aspirations and can effectively support it, and clients understand the unique value it provides.  

Example: 

I am a consultant.  There are hundreds of thousands of people out there with Consultant in their title.  What makes me different?  What should I emphasize to stand out?   For answers I look through several lenses…

Competition.  There are business consultants and organization development consultants, but few do both – and even fewer who play in my arena.  I support the design services industry.

Client Needs and Expectations. First, my clients expect that I know their business – with 20 years in the industry I do!  As creative souls, they don’t want cookie cutter solutions – they demand fresh, innovative approaches to evolving their business.  I’ve never followed flavor of the month approaches - all of my programs are bespoke - tailored to meet my clients’ specific needs.

Market Conditions.  The design services world is competitive and complicated. I always say that they are great professions, but tough businesses.  My clients must be master collaborators.  They must be organized and efficient while still leaving time and space for creative exploration.   

Industry Evolution.  New project delivery models are being introduced.  Partnership dynamics are flipping.  My clients must grow and evolve with these changes and be agile and open to new ways of doing business. 

My focal point is – Innovate, Collaborate, Grow