Decker's Blog

RESHAPING OUR FUTURE!

Over the last 100 years most of our homes and buildings have been built as cheaply as possible, favoring low upfront cost over long term operational and maintenance value. It has not unusual to replace many building materials in less than 15 to 20 years. Just ask any remodeling company how many windows they replace in homes that are less than 20 years old.

Long-term sustainable thinking must supplant the short sighted strategies that we have been using and new strategies created that are appropriate for our time, strategies such as investing in energy efficiency and renewable energy systems.

History reveals most successful companies are not only focused on becoming more efficient, they are also constantly creating and re-creating their market.

Years ago, there was little difference between Barnes & Noble bookstore and a Borders, That is, until Barnes & Noble decided to redefine the customer experience. Instead of focusing on the product, as do so many companies, they focused on the customer and needs that were not being met.

Barnes & Noble decided a bookstore should be more than a place to buy books. It should provide a unique experience, focusing on the joy of reading, live-long learning and discovery. It should be a place where you could read and relax, not just shop. They added reading areas with comfortable chairs, a café like area for coffee, and a music section. They made shopping for books and music enjoyable.

Beyond Price-Based Competition
What is one of the biggest tourist attractions in the state of Michigan? Cabela’s, Why? Is it because the store has the lowest prices? No! Shopping at Cabela’s was redefined; it became a family event! They made the experience so good that people go home, tell friends and family members, and return again and again.

Redefining the Product
By constantly creating and re-creating your market, you will be able to drive profitable growth even in a down economy.

There is a natural tendency to focus on what the competition is doing, far to many companies focus more attention on the competition than on internal innovation. This causes loss of identity and it’s hard for customers to distinguish one from the other.

Real successes have come when individuals and companies focus on leadership in the marketplace and teamwork internally. Moving beyond the competition by innovation, original thinking, with the goal of constantly looking for better ways of thinking and acting.