It was really amazing to see a Tesla car in space that starts its travel to Mars. In fact, this is one of the best marketing events in the world that differentiated Tesla from its competitors significantly and place Tesla in a unique position since it created a new feeling on everyone that space is not so far away from us and travelling to space could be possible shortly to anyone, any enterprise or any institution.
Conventional competition attempts of the enterprises rely on the differentiation of the enterprise or its solution among its competitors and achievement of the best possible market share in the targeted customer segment. Under this purpose, the general practices of the enterprises in today's business life have the aim of meeting the demands and the requirements of the customers in terms of quality, pricing and delivery timing. Most of the enterprises try to communicate their solutions to their potential clients in order to demonstrate that their solutions are the best and most appropriate one for them. However, the perception of the customers could be different at the end that do not bring success to these enterprises and there is always another competitor with better pricing, quality and delivery time. Then, the question comes: 'Why do not we introduce something unique that even the potential clients?'
The uniqueness is not a new term and some of the enterprises from SMEs to MNEs have already benefited from this term. However, it is very limited in terms of practice, mostly in IT, automotive and energy segments. These new solutions have been generated under innovation attempts of these enterprises. Some of the solutions have been really inspiring and the consumers have benefited from them and even changed their lifestyle, business style and communication style. However, most of them have been left isolated and even outdated since the potential consumers were not aware of them very well or perceived them to be a part of their lives.Then, the question comes: 'How can we generate something very special that would could be a part of their lives?'
Uniqueness could be the new goal of competition instead of differentiation. The introduced solution shall excite the consumer consistently so that it could be transformed into a dream. We should not forget that humans need dreams to follow in every field of life that would be their future goals to achieve.
I think that it is the start of the age to manage the dreams of people, enterprises and communities and transform them into their goals in each segment of their lives instead of following the competitors. Realization of dreams is the next step of customer satisfaction!
Dr. Alp KARABAS
2020
Comments