STAND OUT AND MOVE UP

while your competition fails

by SCOTT McKAIN
LIDYA BT MOHD THANI
MAZIAH BT MUTAZAM
SITI ROSHAIDA BT ABD RAZAK
PRESENTATION OUTLINE
ABOUT THE AUTHOR
 THE AUTHOR – SCOTT MCKAIN
•Scott McKain is a business leader, bestselling author, and Hall of Fame
professional speaker.

•Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up
While Your Competition Fails" reached the no 1 spot on Amazon.com list of
Customer Service Bestsellers.

•Formerly served as Vice Chairman of Obsidian Enterprises, a dynamic holding

company that was named one of the "fastest growing companies" in America.

•He is also the Co-founder and Principal of The Value Added Institute, a think-
tank that explores the role of the customer experience in creating lifelong
client loyalty.

•He has been honored with induction into the "Professional Speakers Hall of
Fame" and is a member of the "Speakers Roundtable," an elite group of
twenty business speakers considered by many to be among the best in the
world.
PUBLISHER
 SYNOPSIS
• Best selling author Scott McKain in his brilliant and business saving book Collapse
of Distinction: Stand out and move up while your competition fails, said "Being
different, standing out, getting noticed in a sea of sameness is vital to an
organization's sustained growth and profitability". The author takes the familiar
concepts of differentiation and customer service to an entirely new level that
create the power of being truly distinctive in the marketplace.

• Scott McKain applies the fundamental, yet absolutely crucial, business lessons
learned from success and failure of business in his hometown in rural Indiana. He
added to those truths through his years of experience in consulting to major
corporations. The lessons he gleaned from companies large and small were
simple yet powerful.

• Businesses, over time, tend to become less distinctive, and follow strategies that
stress incremental change based on the actions of their competitors. Instead, the
author says the focus should be on creating a distinctive and unique experience
for the customer. By creating and enhancing that distinction, what the
competitors choose to do is not important.
SUMMARY BY CHAPTERS
 CHAPTER 1: HOW DID WE GET IN THIS
MESS?
• There are three destroyers of differentiation which are:
 1.Incremental Advancement
a) Capitalistic system should produce a competitive
situation where we have to continually improve and
provide more compelling reason for customer to do
business with us.

b) Problem..Competing against each other rather than

focus on customer.

c) Executing evolutionary advancement rather than the

revolutionary ones that true differentiation requires.

d) During economy recession we tend to provide less

of what our customer really want even as our
competition does exactly the same thing we are
doing.
2. Dynamic New
Competition
In most cases, customers
choose the new and
3. Familiarity differentiated option. Which
Breeds and often resulted in the failure
Complacency of the non-differentiated
competitor.
 a) When we have become familiar
with something and it is
2. Dynamic New boundlessly available we do not
Competition scorn it, hate it, hold it in
contempt.

3. Familiarity b) When we take

granted we no
something for
longer play as
Breeds and active a part in its growth and
Complacency cultivation.

c) When that happens in regards to

a personal and professional
relationship, it often means that
the association dies for lack of
attention.
 CHAPTER 2: WHY DON’T LIKE MY WORK
ANYMORE?

a) The three destroyers (incremental advances, new competitors,

familiarity breeds complacency) of differentiation has an impact
that is not limited to corporations.

b) The destructive impact is also encountered by individual

professional trying to survive and thrive in their careers.

c) No matter your occupation, you are threaten by the impact of the

collapse of distinction.

d) This problem has created by the three destroyers of

differentiation.
 CHAPTER 3: THE AVENUES OF
DIFFERENTIATION

a) Make a difference for yourself and

organization by creating a
difference. The three level of
business differentiation are:
b) There are three
• Sameness generate strategies to
(customer’s fundamentality create differentiation
indistinguishable from your
competition) namely, product, price
and service
• Differentiation (Micheal Porter’s).
(need to be different from other
competitors)

• Distinctions
(your are the primary provider in
the field)
 CHAPTER 4: THE EBERT EFFECT

a) Creating differentiation doesn't mean you have to change

everything and become completely unique from your
competition.
b) It means you must create small, solid point that are
recognizable as different and important from the
customer’s perceptive.
c) There are four cornerstones must be implemented in
specific order to create distinction. There are clarity,
creativity, communication and customer experience focus.
CHAPTER 5: THE FIRST CORNERSTONE:
CLARITY
 CHAPTER 6: THE SECOND CORNERSTONE:
CREATIVITY

a) Creativity without clarity is devoid of distinction.

b) There are three ideas for stimulating and steering

creativity..
 Believe your are creative
 Expose yourself to stimulus
 Understand that creativity is synergistic

c) Creativity is congruent with clarity

 CHAPTER 7: THE THIRD CORNERSTONE:
COMMUNICATION

a) Distinction clearly cannot be built for an organization

or individual that cannot communicate.
b) We are the culture that love to hear and respond to
the convincing stories.
c) When customer know your story and find it convincing,
it can create powerful result.
d) There are two critical elements of story telling:
i) Characters – the people who inhabit your story,
and we whom the audience identifies.
ii) Conflict – the challenges that these people
encounter
CHAPTER 8: THE FOURTH CORNERSTONE: CUSTOMER-
EXPERIENCE FOCUS

a) This characterization gets to hard of the different

between the culture “It’s who we are” as opposed to the
approach “What you do” can easily change with
economic fads or organizational whims.

b) There are three levels at which you interact with your

customer: processing, service and experience.

c) Customer service and the “customer experience” are NOT

the same.

d) If you are truly connected to your customer, then

providing significant and distinct value through your
product and services and assisting clients in growing their
own result.
CHAPTER 9: DIFFERENT IS BETTER
 LESSON LEARNT

Focus on the customer, rather than being a weak copy of the

competition. The author challenges the reader to ignore what
the competition does, and be the best at creating distinction
in your own business.

Thousands of organizations, readers and audience members

have improved their profitability and enhanced their business
from Scott McKain's concepts.

“Collapse of Distinction clearly shows you practical, powerful,

profitable steps to create a competitive advantage so you can
out-market, out-sell and out-service competition.”
-Dr. Tony Alessandra
“The book clarifies the all-important and all profitable strategy
to become different, become distinct, and become dominant in
your marketplace.”
-Jeffery Gitomer

“Unique perspective can be adapted to any business of any

size.”
-Patricia Fripp
Thank
You!