Bizcast: Bits about books – In Conversation with Wayne Clancy, Author, “Differentiate To Win”
Wayne Clancy is the Founder of the TheMindSuite Human Science GPS Platform. TheMindSuite GPS (Global Possibilities System) provides organizations and communities with the same level of ongoing visibility and understanding about people, culture, business development, supply chain optimization, humanity, sustainability and the associated outcomes (i.e. innovation, culture, decision making etc.), through data, that they have with their operational and financial systems. In essence it connects operations with people. This is applied to all types (and complexities) of relationships within and between organizations, communities of all types and government.
Wayne is a published author and has spoken regularly to very large groups across North America. His first publication called ‘Differentiate to Win’ was an early publication about ethical selling that was well accepted and has been recently re-released to very positive reviews. With an updated version being released in the fall of 2023. In addition, he is currently writing with a number of co-authors including NY Times #1 Best Selling Author John King (Tribal Leadership) about the opportunities in ‘Synthesizing Leadership’ which is all about leveraging and bringing together (synthesizing) leadership learnings, theories and tools for exponential outcomes.
Wayne is also very involved in philanthropic initiatives aimed at helping ‘people work better together’. His work with ASU Project Humanities is in the process of creating ‘The Business Case for Humanity’ by cross-referencing key interpersonal factors with performance factors and help organizations of all types understand that they can support greater humanity and engagement and do that profitably.
- The intense push marketing and manipulation that organizations resorted to for higher sales has ultimately failed. In the age of increased competition and technological advancements it is crucial to ultimately provide value to customers if we want sales. One of the most important ways of creating value is through differentiation of product and service. Crucial to the idea of differentiation is the process of listening and connecting, and seeing value in long term relationships in which the seller and the buyer can both grow.
- There is no one-size-fits-all solution to differentiation. Many factors, such as industry vertical, complexity of product or service, the value of the sale, the typical sales cycle and such factors. All these come into play in determining strategy. Differentiation can happen in the product, or in the support system, or even in the relationship with the buyer. The seller must actively develop the QnA to lead to optimum differentiation.
- Ultimately, it comes down to asking questions that help the seller customize the experience for the buyer. This requires understanding how and why the product (or service) will be consumed— to derive what experience? And then the entire organization must be consistent in delivering on a promise that creates differentiation and leads to long term relationships.
Run time – 56.13 mins.