Make Your Place in the Market

Posted October 3, 2010

Distinction

How do you describe your firm’s distinction? Do you have one? If so, does every single person in your firm know what it is and, just as importantly, how to communicate it effectively? Often times firm leadership and management teams gather to develop key messages to “get the word out”. But having your service or product stand out from every other firm in the marketplace is the tricky part. Is your offering different? Can you describe the difference? Effective messaging of what makes your offerings different is what will bring your firm the attention of clients and key talent in the marketplace.

Bright Operations can help you define your distinctions and show you the different ways you can leverage them to clients, existing and new. Our experience developing new products and in revitalizing an existing market or service to have a distinction where none may have existed before, is only the beginning. How you communicate that distinction to your team, and then teach them to carry that message into the marketplace will elevate you beyond your competition.

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CLIENT:	Large Engineering Firm
CHALLENGE:	Extend and secure new contracts in the area of Data Centers for telecommunication, finance and media industries.
RESEARCH:	Designed face-to-face interviews that reveal the challenges and the breakdowns that cause the most pain in data centers.
DISCOVERY OF UNTAPPED POTENTIAL:	Identified “downtime” as the most critical concern evidenced by a financial institution losing $260 million dollars a minute when their check processing centers went off line. A variety of well- intentioned vendors, designers, departments and process operators were responsible for getting back online but we discovered they were often working independently in silo’s – a cumbersome and inefficient response to an expensive problem.
HARNESS POTENTIAL:	Plucked individuals from across departments and disciplines to assemble a team dedicated to “Collaborative Design and Operations for Data Center Uptime. Newly formed team collaboratively built and marketed a unique practice promising result. Data Center Uptime Named the Offer > OnlinEnivronments. Specified all the moving parts of the OnlineEnvironments Design Solution and the cost benefit. Geography of Facility – Architecture and Engineering of Facility – IT Infrastructure and Facilities Management – Process Design and Outage Prevention Management
RESULTS:	Out-of-the-gate this untapped potential accelerated growth and generated 14million dollars of new revenue. This success demonstrates how a distinctive solution accelerates a company’s capacity to become market leaders, to choose their clients and to charge more for it. The optimum result of working with Bright Operations is the creation of a structural and operational eco-system that is sustainable over time, producing preferred transactions and smart market extensions over and over again. In other words, “Wow, we’ve done it again!”