Think of your favorite place to eat or shop or vacation at.  What is it that draws you to that particular place?  Is it the food, the atmosphere, the customer service?   It’s probably safe to say that there is something special about that place that you just can’t put your finger on, something that you don’t feel at other places that are similar.  This special distinction is called the “It” factor.

There are countless stories of people, companies and organizations achieving incredible success after the bleakest of times – eBay, Betty White, Mark Wahlberg, Apple, Legos, and Polaroid are a few that come to mind.  But what common denominator can be found in all that can be directly attributed to their significant turn-around?  The decision to work at being the “It” company, product, or brand that their target audience wanted.  This same principle can be applied to your own business success by first committing to the following:

  • The willingness to acknowledge that “It” does exist.
  • The ability to know “It” when you see “It”.
  • The desire to work each day at achieving “It”.
  • The decision to see yourself from your clients and prospects eyes.

With these key points in mind, the next step involves a daily action plan.  From the moment you walk out the door each morning project the image you want others to see:

  • Apply the “Platinum Rule” – treat others as they wish to be treated, NOT as you would want to be treated.
  • Smile when you speak.
  • Put people first.
  • Keep commitments.
  • Be someone that others want to be with.
  • Go out of your way to greet those you don’t know.
  • If you own a business, make it a place that is a source of pride, a place where employees enjoy being and where clients are genuinely impressed.

These are all examples of that extra step necessary to create the “It” factor.  “It” sets you apart from others in your field of business.  “It” is something that does not need to be said because “It” is felt and seen.  Deciding on committing yourself to having “It” will elevate your business to new levels.

Keep it perpetual.

Pam Rezai
Sr. Marketing Director

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