Four perspectives on judging the uniqueness of a company

David clark, a partner of consulting firm PricewaterhouseCoopers, believes that special companies like Apple, Tesla and Starbucks sell consumers an experience, an ambition and a life, and customers may have a strong desire and impulse to buy, even though these products are not really necessary. How to judge whether your company or product is special?

The first is the perspective of relatives and friends. Clark said that people who work in special companies or brands are often asked by relatives and friends: What is the company doing recently? When will the next product be released? If you are often asked about your work, your company and brand are special.

Second, the customer perspective. Clark said that most companies spread themselves through marketing, and only a few companies can establish business through word of mouth. However, Costco is a very special company. It rarely advertises and attracts more than 90 million members by providing a better experience for customers and employees. Clark said that if your industry spends a lot on advertising and media purchases, but your company's advertising budget is smaller than that of competitors, or your advertising budget is shrinking when your customer base and sales increase, it shows that your company or product is special.

Third, the perspective of employees. Special enterprises will not only create experiences or ambitions for customers, but also create an environment where employees have a strong sense of attachment to the company. Clark takes the Ritz-Carlton Hotel, a global hotel chain, as an example. It is famous for paying close attention to the customer and employee experience. Among these 40,000 employees, many have worked for decades, and the employee retention rate is higher than the industry average.

Fourth, the product perspective. Clark believes that the products sold by enterprises should not only be what people want, but what people must have, that is, a new demand. He suggested that enterprises should think clearly: Is user experience the focus of everything you do? What kind of user experience will make your product an essential project?

Editor: Guuoyy