Undifferentiated

whatever is not a strategy differentiation matters BKW Partners

My renewed credit card arrived recently so I called to activate it. And I spoke with a human being. Credit card companies, among others, have become good over the last few years at leveraging their time on the phone with people.  They attempt to up-sell and cross-sell. They also do research into their customers which makes them smarter.

On this call the woman was doing research and she asked me a simple question: “you’ve been a  card member for a long time, what’s one thing you like about the card?’

A good question.

Radio silence on my end.

It’s a card.

I have it because I have it. There may be a few practical reasons why I have this card vs. any other —- none of which run very deep. But I realized, in my moment of silence, that I have no feelings at all towards the card.

Credit cards are commodities really… like a lot of products.

But they needn’t be. And probably shouldn’t be. If I ran the company and the graph on the answer to the question had a high number of “huh?”s, “I dunno”s and “whatever”s, I’d want to do something about it.

BTW, the card in the matrix above is not my (apparently rather generic) card brand. That’s an actual generic card graphic by kjelle20.

Like it? Share it!

Curious how BKW can help you tell your story effectively? Let’s talk

BKW Partners’ strategic, creative, and digital-first approach can help you break through the clutter and gain momentum. Our focus is on the technology and life sciences industries.

And if you enjoyed this post, we can send you more. Free. Just sign up below.

Subscribe

* indicates required

Leave a response

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Responses

No responses

Read On...

BKW Partners

Good Book.

I’m really appreciating the core ideas set forth by Geoff Smart and Randy Street in “Who.” I’m using it to

Read Post »

Are you on the list?

We send short-short takes on marketing, communications, growth, tech, design, branding, and creativity — all the things we work on at BKW for our tech and healthcare clients.  

Our mails are read by the good people at Google, Gilead, BMW, Fedex, and many (many) more. 

Think Learn Laugh Grow Get inspired with BKW

Short-short takes on marketing, communications, growth, tech, design, branding, and creativity — all the things we work on at BKW for our tech and healthcare clients.

Best comments win.

Get the freshest posts delivered to your inbox every week. You’ll be in good company, our blog is read by the good people at Google, Gilead, BMW, Fedex, and many (many) more.