Reflections on the gentle art of being different, by Steve Jordan.
Many readers in the UK will know of Dr Michael Mosley. He was a medical doctor who worked for the BBC for many years presenting programmes on biology and medicine. He sadly became better known in June this year when he went missing while on holiday on the Greek island of Symi and was subsequently found dead, apparently from natural causes. It was a sad, and somewhat ironic end, for a man who had dedicated much of his life to improving the lives, physically and mentally, of others.
In recent years, he had presented a BBC radio programme called ‘Just one Thing’. Each 15-min episode explored one small, simple thing that most people could do as part of their daily routine that would enhance their physical and mental wellbeing. Ideas included, take a cold shower, read a poem, cook from scratch or eat slowly. Each time he studied the claims and put them to the test, very often by doing them himself and measuring scientifically their physiological and mental effect. It’s a fascinating series which I wholeheartedly recommend to those with access to BBC podcasts.
But, while listening to these podcasts, usually while tramping through the British countryside on extended walks with Otto, my dog, I wondered if the same principle could be applied to the moving industry. A bit of a stretch? No, not really.
You see, people have told me for years that finding a marketing differential in the moving industry is very difficult because all moving companies do the same thing. That has always seemed to me to be a contradiction. I could understand that if every moving company provided a widely different service, standing out in the crowd might be tricky. But if everyone is the same (which I doubt), then it should be easy, shouldn’t it? If everyone’s front door is blue, your red one is going to be fairly obvious.
So why is it that movers don’t make more effort to be different when, by their own admission, it is so easy to stand out? You tell me.
Let me give you an example ...
Photo: Steve Jordan, Editor, The Mover.