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‘Predictable and reliable delivery of category benefits is the driver for success’, argues Patrick Barwise and Sean Meehan in their book, ‘Simply Better‘.

I agree.

Taking parallel from the book, what are the ‘category benefits’ (those expected out of a category or class of products or services) expected from a consultant, as a product and as a service?

I could think of these two:

Domain Expertise: This is the only reason a consultant is in the room. They are expected to be a master in the domain – whatever be the domain – CRM, Project Management, Process Re-engineering, Peoplesoft.

Appreciation of business reality: Usually consultants have to deal with dilemma on the ground and steer their clients to a solution. The problem in hand will be a product of people and process. Yet, consultant should stay focused and find or create a path forward.

Domain expertise can be learnt. In fact, during their life time consultants achieve mastry of more than one domain. However the other skill is hard to learn and judge. But it will be needed in almost all of the assignments. Without it, it is hard to be a consultant.

Do you agree?

Companies spend big share of their budget trying to ‘differentiate’ their product and services from those of their peer-group companies. Usually these differentiations are add-ons to the core category benefits which are expected from their product or service. But do such differentiations work?

Would you return to a restaurant that has an impressive interior and calming music but serves absolutely tasteless food?

This is the theme of ‘Simply Better‘, a book that, Gary Silverman calls, “… a book about marketing for people who have read too many books about marketing”.  Drawing upon experience of Tesco, Toyota and similar companies, Patrick Barwise and Sean Meehan, authors of the book, argues that, customers expect a predictable and reliable delivery of category benefits, every time; all the time. Differentiation does not matter to customers when category benefits fail.

The authors also emphasize the marketing principle put forwarded by Peter Drucker, ‘Marketing is not a specialized business activity…it is the whole enterprise seen from the customer’s point of view‘. Companies should spend their resources on improving customer’s experience at every point of contact  – be it marketing, sales, delivery or post-sales support.

These are simple yet fundamental concepts for any company’s success. Fact is, simple concepts are easy to be missed.