Have you looked around lately and noticed all of the competition you face? I’m guessing the number of competitors hasn’t decreased. Also, when was the last time you really thought about your positioning or that of your company’s? How do you believe you stack up? I am shocked at how hard it is for many companies to define what makes them valuable or what differentiates them. They worry about their competitors, but do little to focus on what they can control. In the past month alone, I had multiple conversations that all started the same way, when asking what made them strong: “I know everyone says this, but we really have great people and the work we do is very strong.” Almost without exception, this is the dialogue. Only when I dig in deeper, do I start to find out that the majority have something that makes them strong or something that’s unique. Even for those that don’t have a unique differentiator (that matters to the buyer) there’s a story to be told when taking their entire organization into consideration. I can tell you in virtually all instances, very little has been done to formulate a compelling message beyond telling me the same thing I just heard from one of their competitors. At an employee level, even less is being done in many cases, since they rely on the company to drive the message and provide direction.

Back in 2003, I had a conversation with someone who I have viewed as a mentor and has always been a sounding board since I first got to know him. He told me that it’s not hard to stand out in this industry. Of course, that’s a loaded statement, but it was the advice that followed which made that statement resonate. He told me very few people do the little extras that matter. At an individual level, that might be writing an article, speaking at an event, volunteering, using touches to reach out to clients and prospects or finding ways to be a resource to others. Ok, this list could go on and on, but it’s true most people take little action to stand out. Social networking has provided a forum many participate in, but are you really rising above in a way that benefits you as a business professional? Are you standing out in a crowd of competitors? What about at a company level? Is your company supporting industry events, exhibiting, giving to charity, addressing areas of the industry you’re concerned about, or maybe seen as a place of innovation? Once again, this list could go on and on.

What’s the point, right?! After all, you’re having a busy year and business is going well. At least that’s what I’m hearing from many firms. That’s all very exciting. However, I know that many of those same companies struggled last year. Many of their staff also struggled. Those that stood out and had strong positioning were hurt much less than those that relied on status quo approaches. In fact, I know a small handful of companies that had very strong years in 2009 because of how they were positioned. However, the ones that didn’t focus on standing out seemed to face some real challenges. If you are having success, do you know why? Do you know what hurt you last year? These are two very important questions. Don’t be lazy about answering them.

How consumers are buying is starting to influence how B2B purchasing is happening, so it’s time to take a real look at how you’re positioned and standing out. This is true for individuals and corporate entities, alike. Take the time now to plan and work through exercises to find out how to stand out. So many people are worried about what they’re competition is doing. I can tell you what they’re doing: if you’re a threat, they’re plotting to beat you. Stop worrying about what they’re doing and focus on standing out. Stand out in the crowd and be seen as a greater resource, a greater value. Stand out enough and you’ll have no competition, or at least they’ll be less significant. Don’t wait for the crowd to die down or for the next economic down turn to focus on setting a solid foundation for tomorrow.