You are set apart by “how” you conduct yourself. Today whatever product you make or service you offer can quickly and easily be copied and sold by everyone anywhere.  But HOW you do your business and how you keep your promises and how you relate to customers, colleagues, suppliers and the communities in which you operate are much more difficult to copy if you are doing them well. That creates an opportunity for sustainable differentiation”  Hot, Flat and Crowded by Thomas Friedman page 322

As this year draws to a close and the holidays are upon us, it is a time for introspection and analysis.The New Year brings new challenges, opportunities and a different playing field.  The New Year is not only a time for resolutions but also a time to rethink strategy and what you mean to your customers, colleagues, employees and community.  That will define what you mean to yourself.

This paragraph from Thomas Friedman, quoting from a book by Dov Seidman, captures a core value that we have built our business upon. We deal with entrepreneurs and independent businesses. We are entrepreneurs running an independent business like our affiliates and clients. The relationships we have with our affiliates, our clients and our community are what define not only our business, but also us as people. Truly compassion has been as important in our decisions as cash for the past 20 years. Fairness has always been more important than profit.

 

Our focus on independent retailers allows us to work with people that define themselves by the service and relationships they bring to customers.  When they are successful they can retire, send kids to college and provide for their family so the results are very meaningful to us and to them.  Our business has always been based on dealing fairly and honestly with all our affiliates and clients and we focus on their success rather than ours.  When we help people grow their business and manage it effectively, we don’t have to worry about our cash flow or profits. We have always operated that way for the past 20 years.

 

Thomas Friedman clearly defines that as a sustainable competitive advantage.  Developing solid relationships and proving time and again that you will treat everyone fairly is not easily copied. It takes years of sincerity and consistency.  It requires compassion that is not easily manufactured.  The one saying that we have always followed is that No one cares how much you know until they know how much you care.

 

As we enter the New Year, take the time to evaluate what you mean to your staff and customers. Re-focus your efforts in the direction that you want to achieve and work every day to get there.  You will not only make this a better world, you will make a better life for you and others.

Happy Holidays and all the best wishes for a healthy happy New Year.