I have been lucky to work with companies that invest in what they offer rather than exploiting their competitors’ weaknesses.  Knowing others’ challenges is simply an opportunity to become better by offering what your competitors cannot offer.  In this way, your customers will notice you for what you provide, and not by your marketing strategies.   The bottom line is that the best marketing instrument is leaving a good impression.  When a customer feels good about a product and/or service, he or she will become your marketing tool.

The other day I was having a discussion with my 17 year old son about his future, and which career to pursue.  One of his options was to become a realtor; I didn’t disagree, but recommended that he think about what would make him different from any other realtor; maybe perfecting his design skills or learning about sustainability.  Many people can become realtors in a short period of time, but not all of them will be successful in the field.  Something makes the successful realtors different, something makes them get noticed.

Whatever we are doing now, we can always do something to be better and to be noticed for our actions more than simply our marketing.  Depending on the type of business, different actions can make companies get recognized:  from concentrating on efficiency, customer service, innovation, and customization, to educating employees in social awareness; there will always be something to implement in a company to make it better in the eyes of the customer.