Jeremiah Owyang’s view on companies | A welcome view, but not new

I read Jeremiah’s recent post with interest, finding that his views were familiar but not immediately obvious in what context.

Companies and, for that matter, individuals are not all made equal. Indeed, just as a standard method of measuring ROI may be elusive in the world of community forums and social media monitoring, we see rich diversity applies in companies as much as it does in life.

So, does Jeremiah speak of all companies or only market leaders? It’s unlikely that sufficient research has been carried out to accurately reflect all companies so I assume¬†his comments are reflections on leading companies.

I read “The Discipline of Market Leaders” a while ago. The authors summed up nicely the differentiating traits of leading companies as

  • Operationally Excellent
  • Customer Intimate
  • Product Innovative

Every leading company majors in one of these. The examples quoted included Sony as Product Innovator and IBM as Customer Intimate.

Reading Jeremiah’s post I equate his comments with the book as follows:

  • Biggest = Operationally Excellent
  • Better = Customer Intimate
  • Different = Product Innovative

One overarching thought I took from reading the book, however, was this – companies major in only one of the three disciplines but they do not lose sight of the other two. So leaders recognise a key strength but do not lose sight of important “others”.

As we think of the Customer Experience we do well to consider that loyalty has to be earned, it is not ours by right. What each customer experiences as they do business with a company leaves an impression that may be difficult to erase. Jeremiah was clearly influenced through many meetings and discussions to conclude, similar to the book’s authors, that you can’t be all things to all men, and you can’t be good at one thing to the detriment of others. Customers are not easily fooled.

Thanks, Jeremiah, for sharing your insights!

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