Different From Anything Else

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“It is, if nothing else, different from anything else on TV.”

–     Dan Wolken in his USA Today column, referring to Tony Romo, CBS’s expert analyst for Super Bowl LIII® on Sunday

On our best day, it would be cool to be as good at our jobs at Tony Romo is at his.  Watching a football game Romo covers is like watching the game with an NFL quarterback on the couch next to you, but there’s more.  He’s a fan.  He’s excitable.  He’s got a youthful charm and a boyish energy that makes a game between teams we don’t care about worth watching.  And, he’s amazingly accurate in what he talks about.  He describes the game as if he were coming out of the huddle, while still sitting on the couch next to you.  It’s really cool, even if you’re not a football fan, which is the point of Wolken’s column.

It’s not the point of this post, though.

The point of this post is the importance of being different in a homogenous market — and, look around, your market is more homogenous than you’d like it to be.

Procurement teams are built, and tools are developed to make every provider look the same.  No matter how different they are.  Sites that allow companies to combine their buying power are in the business of creating a homogenous comparison — even when doing so overstates or minimizes the value of some providers.

The reason Romo is such a good example of what differentiated companies seek is that his style, his value, his approach — it’s all virtually impossible to homogenize.

Maybe it’s our story.  Maybe it’s the way we tell it.  Maybe it’s being more selective in to whom we tell it and maybe it’s being more selective in choosing to whom we sell it.  There’s something we have or offer that no one else has or offers.  Let’s find it and leverage the heck out of it.

In the meantime, in a game between a team I respect but don’t like, and a team I simply don’t care much about, I’ll be watching, with the volume up, to hear the show that is Tony Romo.


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