Does your strategy include the element of surprise?

A strategy of uniqueness is unsustainable, but a strategy of surprising distinctiveness is unforgettable.

THINK ON IT: Does your strategy include the element of surprise?

In the movie Finding Forrester, Sean Connery, playing the role of a reclusive author, gives some sage advice to his young protege about courting a woman: give her an "unexpected gift at an unexpected time."

It's not just good advice to woo a woman—it's good advice to win the affection of your customers too.

What makes a thing stand out from the crowd is its distinctiveness. We are surprised by customer service that is beyond what we expect. Or a well designed product that anticipates our needs, even if we’re not aware of them. Or a delivery that is faster or has a little something extra in it. (At one time, supercomputer leader Cray Research used to include a case of their hometown's Leinenkugel beer with their shipment of multimillion dollar computers, much to the surprise and delight of their customers.)

A strategy of uniqueness is unsustainable, but a strategy of surprising distinctiveness is unforgettable. And the best surprises are planned. What surprises are you cooking up?

Paid subscribers, read on to learn more about why an unexpected gift is so powerful to deploy in your own business. Become a Paid Subscriber.

“When a man has put a limit on what he will do, he has put a limit on what he can do." — Charles Schwab

---

Thanks for being a subscriber to Strategic CEO. If you enjoyed this post, please share it with a friend or colleague.