It’s no longer good enough just to be ‘good’

Life is competitive. I think Darwins’ theory of natural selection also applies to organisations. Put simply; evolve or die.

In order to survive your organisation needs to understand its customers and offer them incredible products and services. You also need to be able to anticipate change and be able to respond more quickly and more remarkably than your competition.  It’s no longer good enough just to be good.

It’s also no longer good enough to be very good. In his book Purple Cow, Seth Godin makes the point that very good is an everyday occurrence and hardly worth mentioning.  Because it’s boring and expected. He claims that ‘very good’ is the opposite of remarkable.

Most organisations are good. Few are remarkable. The lack of remarkableness is because people and organisations are scared to be different. They think it’s safer to be like everyone else. According to Seth this poses a problem because unless organisations are remarkable then they will not survive. See paragraph 2.

‘Tastes like chicken isn’t a compliment’ Seth Godin

Remarkable can be bad or good. If you travel by plane and get there safely you don’t tell anyone. That’s what’s supposed to happen.  That’s just good or very good. What makes it remarkable is if it is diabolical beyond belief or exceeds your expectations, e.g. rude staff, dreadful food, delays or a free upgrade without you asking, complimentary champagne or arriving early.

Remarkable spreads. People tell people about their remarkable experiences. Authentic remarkable can go viral across the world in minutes.

So what are you doing for your donors, volunteers, beneficiaries and customers that’s very good, and how can you make it remarkable? If the answer is nothing. I suggest you get thinking – or you quit while you are ahead.

If you are contemplating remarkable you might find these books inspiring

Purple Cow – Seth Godin

Linchpin – Seth Godin

Business Beyond the Box – John O’Keefe

Good to Great – Jim Collins 

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