In the second part of the blog series , I talked about a lack of courage and sluggish processes in times of a shortage of skilled workers and obstacles in digital transformation. Today’s last part is about marketing, USP and all the suffering of missing out on the most important thing due to a clear positioning.
Nothing works without USP and differentiation!
Yes, unfortunately, the old marketing wisdom is absolutely necessary in the age of constant comparability, and the associated interchangeability, speed and the emergence of new start-ups and the generally almost inflationary use of all conceivable buzzwords on website and service portfolio description. But what constitutes this USP? What do potential target customers really need? Who are the potential target customers? Does everything that says Digital Transformation Strategy Consultant also contain what the customer expects – and above all needs? Why should and must we restrict ourselves at all?
This is where diselva really needs to work on. What makes us unique and valuable to the customer? I like to quote Jürg Schwarzenbach, who gave us the following advice: “As long as you can’t answer the question of why I should be sad when diselva dies, you still have a long way to go – no matter how good you are!”
An answer to this is not so easy to formulate. We find ourselves super valuable, exciting, inspiring and think that we do pretty much everything better than our competitors, market competitors, competitors and partners. Unfortunately, only we and our friends and family think so. This is not always so well received in the market – that’s a pity, but it’s a good thing. It forces us to deal with ourselves, the status quo, our skills and the actual customer needs – because honestly, we do the whole exercise to meet them sufficiently – even if we have a lot of fun doing it.
We never tire of expanding our capabilities and sharpening our USP. It is good to have a capable and critical advisory board with Bernd Schopp, Jürg Stuker and Armando Schär. The thrust is clear: Know-how, reputation, quality, experience, consulting competence in digital topics and proximity to the customer are the big plus points of our team.
The result: “We are leading B2B companies with B2C challenges from industry and trade into a successful future in the digital transformation of their sales” that could be a clear target perspective – the concern of not being sufficiently perceived and meeting concrete customer needs.
What about all the other skills, experience, and resulting project opportunities? Will these be denied forever? Are we no longer doing website projects? Does the market understand that it’s all about commerce, CRM, integration, and applications? What about our SCRUM masters, project managers and technical architects? It will be a Herculean task to consistently pursue the positioning and not starve on the way to achieving this goal. Therefore, it should be said “We can do everything else, but we can do it better than anyone else” … but more about that in another article.
“Nice words alone are not enough“. This quote from day 1 from the interview with “Der Ostschweiz” also has the same meaning and urgency on day 101. So it seems that after 100 days it is not finished and it is not over. So we continue! With joy, drive and our customers.
Thank you
Perhaps the most important thing for me as a person at the very end: Thanks to the founding team – it was the right decision to found diselva with you. As was to be feared, some things went much too slowly and others quickly. Too slow to get into sustainable and stable project constellations and to become productive quickly – too fast the time that passes week after week with customer appointments, partner meetings and countless encounters. It was the right decision without any ifs and buts and I would do it again at any time! Thank you to my personal environment, which rides this roller coaster every day and who do not stop laughing, asking, supporting and feeling the tingling in their stomachs.