"In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible." - Seth Godin

There are so many ways to fit in these days. I think it becomes more difficult to find a solution to stand out.  How can we be different?  What makes our company or solutions different?  Is it excellent customer service? Is it our core group of talent? Is it our diverse offerings, or maybe our technology advancements that make us different? Most certainly it is all of the above!

Hiring the right talent and building the right team will provide the customer with the excellent customer service they desire. Dedicated resources in specified areas such as postal regulations are an added value to you and the client as well.  If the team has the right synergy and the talent pool is good, the solutions will be creative and unique.  Embrace the talent and the team and the customers will love it. 

Having a diverse set of offerings is key to making sure that your clients' needs are met. This includes staying on the forefront of technology. If the right solutions are presented to them in a way that will gain them the edge in the marketplace, you will earn a long-term relationship. It's a win-win. No matter what talent you have, if someone else has what the customer needs, you will lose the customer.  Here are four offerings that top my list;

1. Digital Inkjet Color provides a platform where the customer can reduce the waste associated with ordering pre-printed stock.  This technology has opened a window of opportunity where anything is possible to a client.  White paper in and full-color out?  Each page variable?  Who would have thought? 

2. A web-based interactive solution provides customers the ability to control their brand and message and still communicate freely with their clients.  This is great opportunity to help customers help themselves. 

3. Targeting and insight through effective use of data is also a great option.  Compiled and modeled data using innovative techniques can lead to solutions that include successful acquisition and retention strategies.

4.  Using a mail-tracking tool can assist customers in significantly reducing campaign expenses while enhancing overall program efficiency with advanced web-based tracking, measurement and reporting tools for every piece of outbound and inbound mail. 

Every successful company started out with that question- "How can we be different?"

In order to stand out, you have to make the right decision at the right time.  Taking risks is a required trait.  Do you want to blend in or be remembered?