Last week I was sitting with a group of CEO’s & I heard this quote from Victor Cheng, “You don’t need to be better, you need to be different.”
Victor went on to explain how most companies try to win the market by being better than their competitors. This leads to a bunch of average companies trying to one up the guy down the street. Booooooorrrrrring.
There is no advantage in being better. The advantage is being different.
A Few Examples:
- Costco is different because they are terrible at convenient packaging but the best at cost savings. People build extra storage in their garage to keep the extra 15 ketchup bottles because the price was so good.
- Chick-Fil-A does not discount their food or have a dollar menu. People are raving fans of their culture & pay billions each year to this great company without buying through discounts.
- Dollar Shave Club started a low cost membership program for a razors. Instead of fighting for retail space they won the digital marketing game & created their OWN market.
As I write this, I am pondering why we had one of the best first two quarters we have ever had at The Rocket Company. I think it comes down to the fact that internally, we were tired of trying to be something we were not. We chose to be ourselves which is what made the difference.
I attribute our highest levels of recurring revenue to the following:
1. We will be different by selling hard
After a strong start in 2011 & 2012, we went into a slump. I stopped being myself & started trying to make people happy by soft selling. We got so fed up with average that we went back to something that makes us different.
We sell hard everyday.
I don’t feel bad about this one bit because I know what we sell changes people’s lives for the better. I know we will lose some potential customers because of this. I know I’ll get criticized on social media about it. I know that we will be made fun of in other company meetings. What you need to know is this, we don’t care.
We take pride in selling hard & will not pander one bit to who anyone expects us to be. When you know what you’re selling works, sell the absolute mess out of it!
2. We will be different by throwing awesome parties
For a few years we became boring. When you aren’t yourself, you become like a piece of stale bread. As we all reengaged and made a crucial hire of a guy we call Dennis Rodman, we started having fun daily.
We believe having fun is a responsibly, not a reward.
I started taking DJ lessons in the office & we dance all the time. We have warm up dancing before events. We have celebration dancing after big wins. Our culture is best described as a Redneck Fraternity Pirate Ship.
We head to NYC in a few months dressed in all 90’s clothes to see a Saved By The Bell Cover band. We will have our annual Rocket Company party in October & throw down with 100 of our best friends.
I used to think, “When we make more money, we will have more fun.” Then I realized something.
The more fun we have, the more money we make.
Our core value is simple… We don’t take ourselves seriously. The more we have leaned into this, the more fun we have had & the growth has been awesome.
I could write a few more but that’s enough for today.
What about for you & your organization? Where are you different?
Identify those areas & then invest heavily in them!
Want To Work At The Rocket Company with us?
We have a few open positions, if you like what you have read… email Casey@TheRocketCompany.com & tell me these three things:
- Who played Zack Morris & what color was his phone?
- Take this short quiz & send me the 4 numbers it gives you
- List your top 5 results you have produced that you are most proud of
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