Here is an interesting idea. Most businesses are competitive. They want to be better than their competition. Sometimes they try to out-service their competition. Sometimes they lower their prices to beat their competition. The point is that they are only looking at the competition. What if they looked beyond the competition? What if they looked at the world?
One of my favorite companies to write about is Ace Hardware. I even wrote a book, Amaze Every Customer Every Time, in which I used Ace as the role model example throughout the entire book. It is a perfect example of this concept. First, Ace wanted to be the best of all hardware and home improvement stores. It accomplished that and has received numerous JD Power awards to prove it. But that wasn’t enough!
Ace Hardware stores didn’t stop with being world-class in the home improvement industry. The company wanted to be known as a world-class retailer. They wanted to go beyond their own industry. And they did.