You might have heard me say, the zeitgeist of our era is the customer experience.

As a consultant or executive, you know this because you’re living in the experience economy every day. The brands you love weave their stories to engage you and win your loyalty.

If you work on behalf of a purpose-driven organization, you’re competing for the attention of customers who experience the best storytelling these everyday brands have to offer. So how do you win the affection of your customer? You must commit to deeply understanding them and building a strategy, organization, and brand that delivers mission impact for them. 

Differentiation Zone™ uniquely recognizes what Malcolm Gladwell called the tipping point. A tipping point is about how small actions at the right time, in the right place, and with the right people create a movement. And because we’ve tipped into a new customer era defined by our ability to curate our lives on our own terms, only a model like Differentiation Zone helps you craft a strategy that reflects this new reality.

To make a smart choice about strategic direction today, you must understand your customer, embrace choice from their perspective, and discover how your organization is unique to them. Only then can you create a strategy that is truly differentiating.

That’s a customer mindset.