In the words of Coco Chanel, “In order to be irreplaceable, one must always be different.” Career coaches and economists have long touted the advantages of capitalizing on skill sets and/or services as a key factor in distinguishing yourself from the competition and building a successful business. Producing something unique creates value because if it’s rare, it increases demand.
The Fifth Key to Success by @BizPrivy is developing your own unique skill set, which can be a game changer for travel consultants.
Render the Competition Irrelevant
W. Chan King and Renée Mauborgne’s book “Blue Ocean Strategy” redefines the terms of competition. Rather than focusing on beating the competition, it provides a master plan on how to make it irrelevant. Examples of uniqueness threaded throughout the book show how innovation can help businesses avoid “swimming” in the “red ocean” of fierce competition.
Chart a Course in the ‘Blue Ocean’
For agents, the red ocean of competition includes the mega OTAs. If your business looks, sounds and functions exactly the same as other travel agencies, there’s no way to distinguish it from the competition.
The “blue ocean” strategy requires that you evaluate the competition and stop trying to fight the sharks. Rather, use your unique skill set to innovate and develop service improvements that can propel your business into the coveted “blue ocean.”
If your business competes with the OTAs—and it’s not faster, more convenient or less expensive—then your survival depends on finding that unique differentiator that will enable you to succeed in that aggressive marketplace.
Be Uncommonly Remarkable
Discovering the “blue ocean” and developing your unique skill set requires you to evaluate whether you offer solutions to problems that your competition can’t provide. So ask yourself this question: Do you know how to do something well that others struggle with?
Being remarkable requires doing something uncommon, and employing your unique skill set can lead to uncommon success. “You can’t shrink your way to greatness,” said author Seth Godin. “Where there’s scarcity, there’s value.”
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