Uniqueness, innovation, customisation

  1. Uniqueness — this “next step” distinguishes them from others and moves them towards creating their own personal brand. They become known for the distinguishing elements of what they add to the craft or skill — the merits of the new approach form a unique fingerprint which differentiates them from the rest and makes them a desirable entity within the industry. They can now start charging for the perceived extra value of what they offer and they often move, at this stage, to the status of “expert” or “master craftsman”.
  2. Innovation — this “next step” is where the craft or skill is developed, used or tweaked to create something new, usually along “practical application” or aesthetic lines. The resultant product or service is usually marketable and a business can be created around it. Because of their unique applications or fascinating beauty, these start-ups can easily do well, given the right amount of exposure, focused marketing and advertising budget. It was Ted Levitt who said: “The future belongs to people who see possibilities before they become obvious”.
  3. Customisation — this “next step” is where the expert is recognised for his/her ability to take the principles of the profession or skill to new levels and apply them to a variety of contexts, challenging situations or industry-specific issues. Recognising that “one size doesn’t fit all”, the product or service is re-engineered or further developed to meet the demands of the client. Here, reputation is built around customisation ability.

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Jonathan Mills

Jonathan Mills

18 Followers

Jonathan has spent over 30 years focusing his efforts on developing people throughout the world. He believes that people have the most impact when stretched.