In their book entitled “The Myth of Excellence”, futurists Ryan Mathews & Fred Crawford explain why and how to dominate a market, differentiate yourself but also simply meet the expectations of this market.
At the heart of the model developed by these American specialists, there are 5 attributes to consider: Product, price, access, service and experience.
The myth of excellence tells us that, for a company to have clarity, honesty and transparency with its customers, it really cannot dominate or even differentiate itself on the five attributes.
So what should be done? The winning strategy for a company is to dominate in one attribute, differentiate itself in a second complementary attribute and meet the market expectations in the other three attributes.