Why would you have any loyalty to a store, restaurant or other business when their only point of differentiation is pricing. As soon as the price changes, the customer moves on. And the price will always change because there is always someone willing to sell a little cheaper, cut a few more corners, or take a bit less profit. Where loyalty and longevity are established is through our points of differentiation.

Not only does Scott McKain make it clear, through repeated interesting and insightful examples, that we currently have this problem, he suggests way in which we can combat the problem. His four “Cornerstones of Distinction” provide methodologies that someone in any business, or even personal endeavor, can use to separate themselves from the pack, create interest from the customer, and then concentrate on that customer experience to build loyalty. This works in service industries, sales, consulting, and even civic organizations.

Something else that is as almost as exciting the book itself is the distribution method. With this book, Thomas Nelson Publishing launches what they are call “NelsonFree”. What this means is that when you purchase the physical book, you also get access to it in electronic and audio format. So, you could read the paper version by your bedside, keep the electronic version on your iPhone or Kindle for reading on the train, and then have the audiobook format available for listening to while driving. The additional formats are just a simple and free download from the web. This is revolutionary and could, if it becomes widespread, dramatically increase the spread of alternative forms of reading.

So, all together, Collapse of Distinction is an very worthwhile book that can help you see your business through not only during these tough economic times, but through the “normal” times as well. In addition, with one person you get to pick whatever format makes you happy – or choose them all. A great deal by any standard.

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Let’s say you have a restaurant or restaurants for sale, you would like to get the best price you can for them while perhaps finding the correct buyer who will nurture the business and grow what you have developed. On the other hand the person who is looking for that restaurant for sale is trying to get the most they can for the money without picking up either a losing proposition or too much debt. Enter a good network that can help mate up those two goals.

If you look at a place such as the Merger Network, they can help you find a business for sale that suits the requirements you have without spending a fortune in hours or money weeding through all the options that are not really options for you. And if it is you who is looking to make the sale, you want to find a place in front of those people who are interested in buying a business. You don’t need to be flaunting your stuff an wasting your time with people who aren’t really interested.

Again, the downturns can be a time of opportunity, you just need to know where to look.

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