Strong marriages possess certain qualities to help them get through these tough times. One of those qualities is the value of assurance.

Lori and I recently spent some time with a couple that have an amazing life story. This year they are married 25 years. They have 3 children. And they’ve owned 3 different franchise businesses.

Meet Kevin & Terri Vass.

They are truly a rare couple who are living a life of assurance.

Kevin & Terri

Kevin was born to be an entrepreneur. He feels it’s “normal to be an entrepreneur.” At age 14, he already had the largest paper route in his area.

Terri marvels over Kevin’s work ethic. She says “it’s more than perseverance, it’s survivorship.”

Kevin doesn’t hold back on his praises of Terri. Without hesitation he declares how smart she is. And then he highlights her volunteer efforts and her desire to give back.

There is clearly something magic between them.

Interestingly, Terri is the extrovert and Kevin is the introvert. He loves coming up with ideas. She enjoys doing the online research to ensure they are applying their ideas to the “real world.”

They make a great team – in marriage and in business.

Building Assurance

Having owned and run three different franchise businesses, in addition to raising a family, Kevin & Terri have dealt with many challenges – and remained together.

Their first business was a Maid Brigade franchise in Charlotte, North Carolina. After 3 years of cleaning homes, Kevin decided it was time for something different. He loves to make things (his expertise is actually in specialty chemicals), so he found a Candleman franchise in Richmond, Virginia.

Moving from a service-based business to a retail store environment was not insignificant. In addition, they sold everything, moving their family from one state to another. As a team they embraced the new business, giving it their all, committed to success.

But, while Kevin & Terri loved selling candles and related accessories from around the world, it didn’t take long to discover some serious financial issues within the franchise that ended up causing them to lose everything. The dream only lasted 2 years.

So, what would you then do?

Here is where Terri’s comments provide tremendous insight into their marriage and business ventures. She states “Have no doubts in the relationship. Don’t blame.” Powerful advice!

About 10 years later, Kevin & Terri were back at it again. This time it was a window cleaning business, operating out of Raleigh, North Carolina. Thankfully it only took them 8 months to realize this was not the right business for them. They just needed to keep looking (stay tuned… as I look forward to writing about their next venture).

Through all of these experiences, Kevin & Terri embraced the value of assurance.

The Power of Assurance

As a value, Assurance means freedom from doubt; inspired confidence; a binding commitment to do. That’s three powerful attributes baked into this value.

Just consider… what it is like:

• To be free of doubt. Can you imagine having that feeling in your marriage? It is possible.
• To feel inspired with confidence. Can you imagine the joy of exploring new ideas with your spouse with a focus on “possibility thinking”? As I wrote in an earlier post, confidence is contagious. It helps overcome inertia. It helps people make decisions. And it works in a marriage too.
• To be committed to action. Can you imagine feeling such a motivation to do something with your spouse? As coach Trey Baker states “action is where the miracle happens.”

Note that assurance in marriage is not about what your spouse thinks, says or does. The power of assurance is all about what you think, how you feel, and then what you commit to do.

Kevin and Terri Vass have proven it’s possible to live a life of assurance – in marriage and in business. And you can too.

What can you learn from Kevin & Terri that will benefit your marriage?

How can the value of assurance be applied to give your marriage an edge?

Today’s value was selected from the “Confidence-Courage” category, based on the e-book Developing Your Differentiating Value.

A car accident. A computer failure. An employee quits. A client leaves. A kid sick.

Whew!  That’s tough stuff. Then add in the challenges of your spouse and it becomes too much.

But…

Is it possible for a challenge to ever be considered positive?

Yes. When it becomes proactive and something we initiate.

Embracing Challenge

As a differentiating value, Challenge means a demanding or stimulating situation. Unlike problems, a challenge is designed to help us improve.

Consider the following:

• A pianist who wants to expand their repertoire may choose a more challenging piece of music.
• An employee desiring to expand their skillset may choose to take on a challenging assignment.
• The leader of an outreach ministry trying to reach more homeless people may choose a more challenging approach.

In these examples, the challenge was intentionally selected. Each challenge is designed to help, not hinder. To improve, not impair. And to build up, not tear down.

But can this work in a marriage?

Challenge in Marriage

While problems in marriage are not fun, some challenges can be fruitful.

Consider the following:

• A married couple that wants to expand their joint interests may choose a more challenging hobby, sport, or even business venture together.
• A married couple that desires to express their love for each other in more relevant ways may choose to learn their spouse’s primary love language (using Gary Chapman’s The 5 Love Languages).
• A married couple that wants to advance their walk with God may choose to accept the challenge of running a Bible study.
• A married couple working with a youth group may choose to take a more challenging approach to engage more young people.

In these examples, the challenge was also intentionally selected. Sometimes the focus is inward. Sometimes the focus is outward on others. And sometimes the focus is on each other.

In all cases, the purpose of embracing a challenge is to grow – inside, outside, and together.

Benefits of Challenge

Some might consider challenges are only meant to help a person grow individually. When the risks are so high, why would you mess with marriage?

Here are 5 benefits of overcoming a good challenge in a marriage:

-       It creates a stronger bond of friendship and love.

-       It becomes a milestone to celebrate.

-       It creates a meaningful life by adding value to others.

-       It sets a powerful example for others to follow.

-       It creates a legacy that lasts.

Challenge might not be the first differentiating value that you choose to embrace. But the benefits for you, your spouse, and your marriage make it worth considering.

If confidence is required to get married and courage to stay married, then a good challenge may be what’s needed to fill your marriage with meaning.

What other benefits exist from embracing challenges?

What type of challenges can benefit your marriage?

Today’s value was selected from the “Confidence-Courage” category, based on the e-book Developing Your Differentiating Value.

How do your respond so you can remain focused and effective? Embrace the value of unflappability.

Harold Macmillan was the first leader to whom this value was attributed. As Prime Minister of the United Kingdom from 1957 to 1963, he earned the reputation for being unflappable.

As a differentiating value, Unflappability means remaining composed and levelheaded at all times. It also means being impossible to fluster.

This was a useful value for Macmillan during a time of significant upheaval and uncertainty for Great Britain. Indeed, this value served him well for most of his life – before, during, and after his tenure as Prime Minister. It helped him challenge the thinking of the day to ensure the best decisions were made, both domestically and internationally.

Macmillan was also known as “Supermac” in reference to a cartoon created about him with the caption “How to Try to Continue to be Top Without Actually Having Been There”. While the creators of the cartoon meant it as slander, it actually helped him. Why? Because it portrayed Macmillan exactly as he was – unflappable.

Roots of Unflappability

Where did Macmillan learn this value? It’s not as if he lived with no emotion. On the contrary, he was clearly emotionally engaged and involved.  Even on big parliamentary occasions he was known to be visibly nervous.

Some might argue that the roots of Macmillan’s unflappability stem from his recurrent illnesses when he was in college (he almost died from pneumonia) or his three different occasions being wounded as a soldier during in the First World War.

I believe some of his best learning came from his time as Foreign Secretary (1955) when he observed about his own role:

“Nothing he can say can do very much good and almost anything he may say may do a great deal of harm. Anything he says that is not obvious is dangerous; whatever is not trite is risky. He is forever poised between the cliché and the indiscretion.”

There is a powerful lesson here. When you are trapped between a rock and a hard place, remaining unflappable is a strong value to embrace.

Examples of Unflappability

In spite of some serious political challenges prior to taking office, such as promoting war with Egypt that led to the Suez Crisis, Macmillan remained focused on what he considered top priorities. This included:

-       Redrawing the world map by decolonizing sub-Saharan Africa.

-       Rebuilding relationships with America (strained through the Suez Crisis).

-       Reconfiguring Britain’s defenses to meet the realities of the nuclear age.

-       Pioneering the Nuclear Test Ban with both the United States and the Soviet Union.

A big test came when France vetoed the United Kingdom’s entry into the European Economic Community. The reason? Macmillan refused to disclose U.S. nuclear secrets to France.

He remained true to his values.

The value of unflappability enabled Macmillan to walk a fine line during the Cold War era to help preserve peace (and prevent nuclear war) while presiding over a period of low unemployment and high growth in Britain, and trying to keep control on inflation.

Even after three of his top ministers resigned in opposition to his economic policies, he brushed them off as “a little local difficulty.”  He remained levelheaded and refused to be flustered.

Macmillan maintained tremendous self-control. It’s what permitted him to deal with challenging situations more effectively, and be remembered as an unflappable leader.

So…. when you feel that you are trapped in a bad situation, think about Harold Macmillan. The value of unflappability not only helped him survive many physical, mental, and emotional challenges – it enabled him to govern his country during some tumultuous times.

How can unflappability help improve your leadership?

How can being unflappable help you develop your differentiation?

Today’s value was selected from the “Confidence-Courage” category,  based on the e-book Developing Your Differentiating Value.

Robbins stated:
“To achieve the impossible, it is precisely the unthinkable that must be thought.”

Robbins has been called “the most dangerous writer in the world.” Why? His is a man who has lived on the edge, peered over and written from a different vantage point. He embraced the value of boldness.

As a differentiating value, Boldness means standing out strongly and distinctly; willingly taking risks.

If you have a passion to achieve the impossible – a dream – maybe it’s time you embrace the value of boldness.

Consider those who were willing to stand out and think the unthinkable, like President Kennedy suggesting we put a man on the moon, Dr. Martin Luther King dreaming of racial equality, or Nelson Mandela visualizing the end of apartheid. They were all willing to take risks.

Yes, you may have to be willing to sacrifice your life. That too is part of boldness.

It’s also part of achieving the impossible.

Do you have a dream that would benefit from the value of boldness?

Today’s value was selected from the “Confidence-Courage” category, based on the e-book Developing Your Differentiating Value.

Photo by Michaela Kobyakov

Confidence and branding go together like peas and carrots.

In a hurray and not sure where to eat? You know what to expect from a fast-food chain.

Most fast-food restaurants rely on consistency and predictability to create confidence. It’s the foundation of their brand and what customers expect no matter where or when they place an order.

Confidence overcomes inertia. It helps people make decisions.

It also plays an important role for investors in the stock market. An often-quoted statement is: “The market can handle good news and bad news. But it can’t handle uncertainty.”

If uncertainty creates volatility, confidence creates stability. It helps to overcome doubt.

But beware of false confidence. That eventually leads to permanent abandonment by everyone, due to lack of trust.

For confidence to be effective, it must be genuine, factual, and consistent. Results matter.

The Value of Confidence

As a differentiating value, Confidence means assurance; an expression or feeling of trust or certainty.

For confidence to be useful, it must be kept in balance. Over-confidence can be dangerous. So can under-confidence. Healthy confidence is a balance of optimism and realism.

When you, your company, or your brand exudes confidence, it will feed the confidence of others. Confidence is contagious.

It’s emotional.

However, unlike soft emotions, such as happiness or amusement, confidence triggers a rational response. When we feel confident, we believe in the selected item or topic. It becomes almost factual.

This is where a benefit exists in business. Marketers who embrace the value of confidence can build momentum for growth. It’s like giving the business a shot of adrenalin.

Injecting Confidence into Marketing

To build a business or a brand, marketers must wrestle with maintaining consistency while constantly adapting to change. It’s quite a conflict.

Confidence can be the unique agent in the marketing mx that keeps it all together. But it is not to be embraced lightly. It often needs to be injected into the various parts of the business.

A useful acronym to describe the universe of players in any business is C.E.O.S. – Customers, Employees, Owners, and Significant others (spouses, suppliers, and other supporters).

So, to inject confidence into your marketing consider these 4 groups:

1)    Customers. To inject confidence into customers, only make promises you can deliver on – consistently. Trust is built over time. Then make it easy for customers to share their confidence with others. That’s the best way to spread authentic confidence.

2)    Employees. To inject confidence into employees, be crystal clear on what you expect from them. Recognize them when they deliver against expectations AND when they also highlight misalignment of values and make adjustments. A willingness to forgive builds internal confidence. Finally, remember to highlight how employee efforts are linked to results. Understanding strengthens confidence.

3)    Shareholders. To inject confidence into shareholders, be honest with results – the good, the bad, and the ugly. And just like with employees, be clear on what you are asking of them, and why. Resist telling them what you think they want to hear. Be open with what they need to hear, and how they can make a difference.

4)    Significant Others. To inject confidence into spouses, suppliers, and other supporters, share the love. Be transparent and be consistent with your messaging.  And remember to live by your values. The quickest killer of confidence comes from a disconnect between what you say and what you do.

If/when you fail (and we all do), acknowledge it, accept the consequences, and re-adjust to be consistent with your values again. Your purpose is more important than perfection.

Marketers with confidence don’t worry about protecting their job. They remain focused on their C.E.O.S. Over time, marketers who embrace the value of confidence rise above the crowd and are acknowledged for being trustworthy – and delivering results.

How can you inject confidence into your brand, in a way that will make a difference?

When is the value of confidence a negative value?

Today’s value was selected from the “Confidence-Courage” category,  based on the e-book Developing Your Differentiating Value.

But for a few, greatness is awarded for a lifetime of dedication that made a significant difference in the lives of others.

As a differentiating value, Greatness means remarkable; of major significance or importance; larger than others of it’s kind.

There are selected men and women who are heralded for their remarkable achievements. But few married couples would be added to this list.

Charles and Susannah Spurgeon are one of those rare couples. They were truly one of the greatest couples of their time.

Charles Spurgeon

At age 22, Charles Spurgeon was the most popular preacher of the day.

Spurgeon was the Bill Graham of his time. Known in Britain as the ‘Prince of Preachers’ it is estimated that Spurgeon preached the Gospel of Christ to 10 Million people during his lifetime.

In 1850, the year he turned 16, Spurgeon converted to Christianity and preached his first sermon that same year. By age 19 he was preaching in the largest Baptist congregation in London, England where he would pastor for 38 years.

Many of Spurgeon’s sermons were transcribed as he spoke, and also translated into many languages. Today his messages are considered among the best in Christian literature.

Spurgeon grew to greatness by inspiring others to repentance and ultimately conviction to Christ, following the teachings of the Bible.

But he had help. Firstly, from God. Secondly, he was blessed with a supportive spouse.

Susannah Spurgeon

If greatness is measured by the good one does in the world around them, then Susannah Spurgeon was one of the greatest women of her time.

Having heard the man – who would become her future husband – preach for the first time when she was 21 – and he was only 19 – she was not impressed. But in time she came to appreciate his sincerity, passion, and ministry. She fell in love with the man and his mission.

They were married and had 2 children – twin boys.

Unfortunately, by the age of 33 Susannah was often bedridden and could no longer leave her home to hear her husband preach. Yet, her support for him continued, and she faithfully raised their two boys based on Christian values. Both boys went on to also become preachers.

One of the most notable tributes to Susannah’s work was the creation of the Book Fund. Because of her, hundreds of poor ministers would receive books that would increase their knowledge and improve their ministries. The Book Fund still exists today!

Against the odds of poor health and lack of funds, Susannah demonstrated the admirable qualities of a supportive spouse. You can read more about this remarkable woman on Lori’s blog, the first one here and the second here.

Charles and Susannah Spurgeon arose to achieve the value of greatness. This was not something desired or aspired. Rather, they were a husband and wife team who demonstrated a love for the Lord and each other, maintained a loyalty in spite of many challenges, and dedicated their lives to serving others, leaving a legacy that has lasted to today.

What can couples today learn from Charles & Susannah Spurgeon?

How can you and your spouse make a lasting impact that will be remembered 100 years from now?

In an effort to link the various posts on marketing, leadership, and marriage, the values highlighted this week are all from the category “Creativity-Uniqueness”, based on the e-book Developing Your Differentiating Value. I’d appreciate your feedback on this approach. You can send me an email at Robert@FergusonValues.com.

Or remember as a child looking at the Christmas tree with the sea of presents underneath, and you were bursting with curiosity?

Maybe you’ve had the opportunity to stand at the edge of the Grand Canyon, looking in awe at the sheer depth and beauty of this expansive marvel.

An ecstatic expectation. An overwhelming desire to know more. A deep sense of humility. These are all powerful feelings that accompany the value of wonder.

The Value of Wonder

As a differentiating value, Wonder means something that causes amazement or awe; curiosity.

When someone we trust or admire asks us to “Imagine….” they are tapping the edges of wonder. The beginning of new possibilities is opening up. Hope is on the horizon.

The value of wonder possesses a power to draw us in, to pull us closer, to engage us. It opens doors we didn’t know existed in our heart, mind, and soul.

We are all born with an automatic understanding of this value.

Just look into the eyes of a newborn and you will see it there. You’ll also see the reflection of your own wonder at how God can make such a perfect tiny human being who can capture your heart. Both father and mother can hold their newborn child and feel the tug of wonder.

But what about that same feeling between the husband and wife? Where did it go?

Just like the Grand Canyon, it is still there. We’ve just stepped away from the edge and forgotten about it.

Wonder in Marriage

Creating wonder takes work. It requires thought, planning, and careful execution.

Wonder occurred the day you proposed to get married. You prepared for and planned where, when and how you would ask the big question.

Wonder occurred the day you delivered your baby. After nine months of preparation, you suffered greatly to give life to a child, a gift to you and your husband as a product of your love.

Wonder occurred the day you bought or built your first home, and you could exclaim “we did it!” No matter how scary it seemed, you proved that you could move forward – together.

So what can you do for your marriage – now?

Is there a major trip somewhere you and your spouse have been talking about that you could begin planning? This is not about looking for the cheapest flights. It’s about planning the experience. What cities will you visit? What major attractions will you see? Can you arrange a meeting with someone famous? Are there special places to eat, and specific kinds of foods you will want to try? What books, maps, flyers can you order to help plan and prepare?

Is there a major initiative that your spouse longs to move forward? Maybe it’s a home renovation project. Maybe it’s bringing local kids together to start a little league, or starting a new ministry to help a specific group of people in need.

When creating a ‘wonder’ you need to consider how you can put all the pieces in place – but NOT put it together. Be sure to leave room for curiosity that leads to some amazement. Allow your spouse to experience the joy of discovery as they learn about each part of the plan, one piece at a time.

And don’t forget to allow your spouse to participate in the planning experience. Wonder is not just about the product (outcome).  The process or road to get there is just as important for both of you to experience together.

Wonders need time to be fully experienced.

The magic of wonder in marriage is to learn that your spouse – yes YOUR spouse – put all that thought, time, and energy into something for you. They were thinking about you!

Building wonders into a marriage can make a marriage wonderful.

When was the last time you embraced the power of wonder?

How can the value of wonder help improve your marriage?

What leaders have you known that you would consider as being remarkable?

We don’t place remarkable leaders in the same category as other leaders. They stand out. They’re memorable. And they’re rare.

Such leaders that come to mind might include Alexander the Great, Abraham Lincoln, Mahatma Gandhi, or Mother Teresa. However, it doesn’t mean you must do something really big to be remarkable.

Remarkable Examples

A homeless teenager fighting against seemingly insurmountable odds to turn her life around, and eventually gets accepted to a major university, might be viewed as remarkable. That’s what Liz Murray did. They even made a movie about her life called “Homeless to Harvard.”

The parents of a son confined to a wheelchair might be viewed as remarkable for their untiring efforts in the face of an uncertain future. In my e-book, I wrote about Team Hoyt, an inspirational story of a father and son who have competed together in over 1,000 races.

A husband and wife team that doesn’t quit, while struggling with severe depression, might be viewed as remarkable. I wrote about such a couple here.

And the leaders of a business who chose the hard route of turning around the company on the brink of disaster might be considered remarkable. That’s what Harley Davidson CEO Vaughn Beals and a dozen company officers did in the early 1980s. I wrote about this in a previous post.

Remarkable as a Value

As a differentiating value, Remarkable means unusual or striking; uncommon and extraordinary. It also means worthy of notice.

While some can easily pretend to be unusual – think of a clown – that doesn’t automatically make them remarkable. However, if they dress and act as a clown in order to brighten the day for sick kids in the hospital, then maybe they are.

Some might be easily identified as uncommon and extraordinary, such as a one-man band playing in the park, the way Dick Van Dyke did in the movie Mary Poppins. But that alone doesn’t make him remarkable.

The secret to being truly remarkable is to include worthy of notice. If one is being unusual, uncommon or extraordinary in a meaningful way that positively impacts the lives of others, then they might be considered remarkable.

13 Leadership Competencies

Leadership trainer Kevin Eikenberry has built a reputation around remarkable leadership. He has even developed a Learning System around it. While I have not undertaken this system, I can appreciate the 13 competencies he highlights that define a remarkable leader:

• Remarkable Leaders learn continually
• Remarkable Leaders champion change
• Remarkable Leaders communicate powerfully
• Remarkable Leaders develop others
• Remarkable Leaders build relationships
• Remarkable Leaders focus on customers
• Remarkable Leaders influence with impact
• Remarkable Leaders think innovatively
• Remarkable Leaders value collaboration and teamwork
• Remarkable Leaders solve problems and makes decisions
• Remarkable Leaders take responsibility and accountability
• Remarkable Leaders manage projects and processes successfully
• Remarkable Leaders sets goals and supports goal setting

If I were to suggest a 14^th competency, I would add:

• Remarkable Leaders strive to make a difference in the lives of others.

So if you want to become a remarkable leader, I encourage you to consider something that is worthy of notice and will positively impact the lives of others.

How can the value of being remarkable help improve your leadership?

How can being remarkable help you develop your differentiation?

I read a great quote from Burrus that sure resonated with me:
“There’s no competitive advantage in being just like everyone else.”

On the one hand, Burrus is stating the obvious. In business, competitive advantage comes from being different from others – in a meaningful way.

On the other hand, his statement is profound because it’s very hard to do – continually.

We naturally gravitate to the “safe zone” of being like others. It’s human. Just consider how many companies adjust their prices when the market leader does, instead of finding a different way to compete.

For such companies, this often becomes the beginning of the end, and soon the value they added to the market is gone.

This is true for businesses. And it’s also true for us as individuals.

If we want to make a difference in the world – as individuals, as married couples, and even through our businesses, we need to stop being like everyone else. We need to think and act differently.

It’s about developing our differentiation.

This is the focus of my efforts personally.  It’s what I write and speak about, trying to make a difference in the lives of others – particularly married couples in business together.

If you want to learn more about developing your differentiation, I encourage you to download my free e-book. With 423 values, listed across 15 categories, and a defined process to help you select your top three, it just might help you create your competitive advantage.

Some try to prove they are unique in odd or strange ways. If they cross the line, they risk being viewed as extremists or just plain nuts, pushing away customers instead of attracting them.

Unfortunately, many marketers tend to focus their creative efforts on proving their uniqueness through their messaging instead of the actual customer experience.

The introduction of social media hasn’t helped. While a few videos on YouTube or posters and pictures on Facebook go viral, the majority of over-the-top promotional efforts land flat. Or worse, they harm the brand.

Being unique for the sake of being unique doesn’t equate to effective marketing.

Uniqueness as a Value

As a differentiating value, Uniqueness means radically distinctive and without equal; highly unusual or rare. It’s a great value for marketers to embrace, when viewed in the right light.

When a customer is open for your help – to solve a problem, resolve an issue, or meet a need – they already know what they want. If their computer is broken, they want it fixed (or a new one). If they are being sued, they want a quick and favorable settlement. If a couple is celebrating their wedding anniversary, they want a nice restaurant.

This is not the time to show up in a tricked-out Hummer with the picture of an exploding computer on the side, or show a dancing lawyer in a pink dress waving a magic wand. It’s also not the time to have scantly clad women serving your meal.

While these efforts may clearly demonstrate you are very rare – or just odd – it has nothing to do with the customer.

From a customer perspective, what makes your product/service or organization different from your competitors? What would make you “radically distinctive” that would cause your customer to remember you, after the transaction has been made?

Create a better customer experience.

Radically Exceeding Expectations

The first rule of a successful business is to address the customer’s need. Make the computer work again. Settle the lawsuit. Provide a quality meal.

To make the customer experience unique, you need to exceed your customer’s expectations by offering something that goes beyond the original request or problem.

Poor (lazy) marketers simply include a few “extras”. Throwing in some free software, offering to resolve your outstanding parking tickets, or giving you a free dessert are all nice extras. But there is nothing radically distinctive to this approach.

Great marketers invest their creative talents to deliver highly unusual positive experiences. They understand the value is in the “whole package” and not just the extras.

Imagine calling a computer repair company and being told “Joe will be your technician, and will be calling you within 20 minutes.” Joe calls and asks intelligent questions to properly assess the situation. He then arrives onsite within an hour with a new computer under his arm, and has you up and running faster than you expected. Joe then patiently walks you through the new setup, training you on new features, and provides some key tips and short cuts that save you time. He leaves you with his card, highlighting his personal phone number to call with any additional questions. Then the next day, Joe calls you to see how everything is working, and sends you an email with links for additional recommended software, based on your work habits.

Imagine a lawyer who shows up to the first meeting with three options already prepared and mapped out. In addition, she makes recommendations on who she’ll partner with to handle any media crises and who she’ll engage to help resolve potential issues internally. She also clearly establishes her fees upfront, to avoid any surprises later, and makes a commitment to a timeline to resolve the issue.

And imagine an anniversary dinner at a restaurant where a special waiter is introduced to care for you. He offers specific recommendations of wine that accompanies a selection of food on a special menu for such occasions, spread across four courses. In addition, as a trained opera singer, he sings a special song – for all to hear – and places two roses on your table. The evening ends with a wrapped present, containing a framed picture of the two of you that he took at the beginning of the meal. And the total cost is no more than what would be charged for a regular meal at this restaurant.

The power of effective uniqueness is in the total package – as experienced by the customer. Strangely, this seems to be a rare occurrence….

How can you infuse the value of uniqueness into your customers’ experiences?