"If the big companies did everything right, there wouldn't be room for us," says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
Customers come for the products, but stay for the results. The Central Group has innovated beyond their products with sticky value-add customers. As Rick Eastwood, President of The Central Group explains, "We're not in the business of selling displays and packaging. We're here to help our clients get their products out the door."
The Central Group: It’s Not What You Sell. It’s What You Deliver
Theodore Levitt wrote, "People don't want to buy a quarter-inch drill, they want a quarter-inch hole." This quote is famous, because so many companies confuse their corporate purpose. They position their brands on what they do, and lose sight of what they deliver.
Customers aren't always looking for unique and different services, especially when it comes to professional services. Often they just want the best. Stick to your knitting, and stand out as the best in your industry.
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