Ignore Old Rules for Business Success, Consultant Urges

Ignore Old Rules for Business Success, Consultant Urges

Orlando, FL - In order to leapfrog the competition and gain market leadership, companies in the kitchen and bath industry need to disregard "conventional wisdom," and operate by a different set of rules - in the process, making their businesses truly unique in the eyes of end-users.

That's the advice of of Dr. Oren Harari, the keynote speaker at next month's "Coverings '99" trade show, to be held here. More than 1,000 suppliers of ceramic tile, natural stone and other floor and wall covering products - including many with strong kitchen and bath industry ties - are expected to display their products and services during the trade show, which will take place March 23-26 at the Orange County Convention Center.

The key to business success today - whatever level your company operates on - "is to make yourself unique in the market," according to Harari.

"The minute you start looking at your business as a commodity, it gets a little more difficult," he observes. "You must find ways to make your business unique, exciting and different - whether it's in the uniqueness of the product itself, customization of the product or the delivery and customer care around the product."

Harari, author of the best-selling business book Leapfrogging the Competition, was formerly a senior consultant and one of the most requested speakers for The Tom Peters Group. He is currently a professor of management at the University of San Francisco.

Harari observes that price competition is bad for any business because it reduces both a company's profit margin and customer loyalty.

"There's no such thing as a commodity unless you make it a commodity," Harari notes. "You need to add real value to the commodity to break it away from the pack."

Harari warns, however, that it's not enough anymore to simply have a great idea.

"The execution of the idea makes the difference," he says. "The idea can be copied, but the execution can not."

"Cutting-edge companies are suspicious of anything that smacks of conventional wisdom," Harari adds. "They don't allow themselves to be hindered by anything their competitors are doing because their competitors are acting as part of the pack."