We all have it: individuals, teams, organisations. Who we are, what we do, why we do it and how we do it plus what we know all make us, these are the ingredients to our secret sauce.
So we all know that. And the point is? That in markets that are commoditised (which makes most markets), price tends not to be the differentiator. Value is. And how you show that value will mark you out and attract others to what you are doing.
Now go and have a look at your website, Twitter feed, printed catalogues, listen to what your people are saying to clients face to face and on the phone. Are you customers, potential customers, colleagues and peers seeing, hearing and watching that secret sauce?
If not, then it is time to figure out how to start showing it. The tools are there and they are not expensive. Your knowledge is there . . . everything you need to share is at your disposal.
By simply being a bit more transparent about who you are – internally and externally – you can start to show more of what you know. I’m thinking here of my wall analogy.
I’m not suggesting that selling doesn’t count – you are already good at that, which is why your organisation exists. No, this is about something more sustainable and authentic – it is about the people who make up your organisation.
I’m currently working with Drake Music, a charity that aims to make music accessible to all, on its social media strategy. Tou can read about the approach here, but what I’m finding fascinating is that by simply creating a Twitter list of DM colleagues you can quickly get a sense of what people are doing, what they know, who and what they are interested in. There is no formal approach to this, by the way – people were tweeting long before I arrived. Just from their current Twitter activity you get to see some of the secret sauce of individuals and the organisation.