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In today’s market, almost everything can be duplicated. But there’s a powerful approach to creating value that your organization can do better than your competitors.
Sustainable competitive advantage comes from:
- Understanding value in ways others don’t
- Creating value in places others won’t
- Delivering value through methods others can’t
- Building value that others haven’t imagined
When you master this multi-dimensional approach to value… You don’t just edge out the competition — you make competition irrelevant. This isn’t theoretical.
We help our clients learn how to deliver ever-increasing value to their customers, employees, and partners.
These clients consistently set the standard for value and success inside their industry – AND outside it.
Watch this clip from Ron’s keynote address at ACGO to discover a practical framework that will enable your organization to create a similar competitive advantage.
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Below is an Autogenerated Transcript
Now we take these four different categories of value and dig in a little deeper. The primary product is the main reason people come to AGCO. It’s the main reason they come to you. Now that can look like a tractor or a harvester or something else, but it can also look like an app. Or maybe it should look like some training that they were talking about that they desperately need. Or maybe it’s some kind of an integrating data capability that you don’t yet have, because the whole world is becoming more technology enabled.
And then the delivery system is how you actually get those products to and from your customers. How do you find out exactly what they need at exactly the right moment and deliver for them exactly that? And that could be advice. That could be information. As well as having the right parts that were there preventatively. So that the machine never did go down. What was our fellow in South Africa’s number one bane? What you call “standing time”. So if we can reduce that, that’s a win. But that’s all about delivering, getting the right thing at the right place at the right time and knowing what to put where.
Then you’ve got service mindset. The way you meet, greet and treat people. And that’s not just in person. That’s the words you use in your email. That’s the tone of voice on the phone. And here’s the big one. Your efforts to create extended, nurturing, supportive, enabling relationship over time, by the way, with each other. That’s why when Eric was talking about trust, he said, please use this opportunity to meet the 19 other people who you don’t yet know. Get out there and shake hands and introduce yourself. And don’t sit next to each other again tomorrow. If you already know each other well, make the effort. Build that trust with each other.
Now everything in the top two categories, let’s call that the hardware. And oh boy, does a company like AGCO put a lot of effort into this. But the bottom categories we could call it the heart-ware. And they’re just as important, especially in a highly competitive world where whatever you do with products, others are going to do it too. Whatever you develop in terms of your delivery capabilities, others are going to be right behind you or in front of you or alongside you. And so you can really differentiate by standing out and having all of that and doing this better than anybody else.
