I was having a conversation earlier this week about Montblanc pens. The conversation reminded my of Robert D. Austin's fantastic keynote speech at BA2010 - 'Competing on Differences'.It's becoming harder for companies to compete on price points alone, there's only so far you can LEAN a process, so far you can cheapen a product or service until it hits rock bottom (both cost and quality). And perhaps most importantly once a company and all it's competitors hit rock bottom where is their left to go? The world would feel a very grey place if everything was homogenised, generic and predictable.
Much better to focus on the creation of Value. Key points in an experience or interaction where the customer feels their expectations have been exceeded or perhaps just something that no one else can offer. One things for certain, companies who focus on value are most likely to have a strong and loyal following / advocacy.
Let's look at the Montblanc example… it's not just about buying a pen. It's not even about the writing. As a customer you're opting into the belief of quality, craftsmanship, history, a good purchase experience and an even better after sales process. There's also a large degree of exclusivity and perhaps on some level it's about what Montblanc communicates about you...
Personally I'm agnostic in the LEAN vs. System Thinking debates (a fan of both for the right contexts) but I am starting to see industry generally take a turn back towards value creation. The language I've encountered in the past month alone around 'Moments of Truth' and a respect for 'running in' and the creation of 'experiences' is a very promising signal. For those of us who think business design is about more than just ruthless efficiency and who are prepared to deal in the non-quantifiable with confidence there's a horizon of opportunity… a chance to create something special.
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