How to make your company stand out from its competitors, and where to start [Video]

Grant Leboff: Andy, we’re talking about creating a really dramatically different business that really can differentiate itself and stand out. How does a business start that journey? You’re sitting there, you’re running maybe quite a successful company, albeit a little bit vanilla. How do you go about that? There’s so much to do. Where do you start?

Andy Hanselman:I think typically it starts with your customers and the markets that you’re in, and looking at; do we have a dramatic difference first of all, and do our customers recognise it, do they want it, and are they prepared to pay for it? I think it then comes back to do our people understand it, have they bought into it, and does it make commercial sense for us? What we’re looking at this whole idea of actually saying is what is that dramatic difference, how do we demonstrate it? If we’ve then got one, …