I have a beautifully simple, yet powerful marketing tip to share with you today.
It’s all about mountains and molehills.
It sounds weird.
Allow me to explain!
I vividly recall speaking with the owner of a London-based office supplies company. I’m going to call him John. He was introduced to me at a talk I gave, at The London Chamber of Commerce some years ago. After my talk, John approached me and said he had something he’d like to share with me.
He explained that for years, he’d been frantically trying to work out why his major competitor was doing so well. That’s because on the surface, they seemed very similar to John’s business. And yet they’d grown 5 times bigger than John’s business, serving the same marketplace.
Then he discovered their secret!
John hired one of his super-successful competitor’s former employees. He quickly discovered the root of their success. It wasn’t any one thing / tactic, which made that competing business so successful. Instead, it was the cumulation of a ton of little things, which created an outstanding level of service that the marketplace adored.
He’d been looking for a mountain and totally missed the little molehills, which made all the difference. With a number of relatively small improvements, John was able to significantly increase his revenues and profits.
In short, if we create enough molehills, we end up with a mountain.
Yes, the mountains may look more exciting. But by improving lots of molehills, even by a relatively small amount, it can have a mountain-sized impact on our business.