How To Define the “White Space” in Your Organization

by | Oct 1, 2020 | Leadership, Management, Process

In my conversations with CEO’s and business owners, many have worked on culture and execution, but they are still struggling to grow. There are plenty of reasons for lack of growth, but a common thread is the lack of a differentiating strategy, so they compete on price or to be the best, rather than competing to be different.

Some of the most common statements I hear are: “we need to grow revenue” or  “we need to sell more.” Growth is essential to the enduring success of your organization.  However, it has to be healthy growth, that produces quality margin and earnings.  Often times, organizations don’t understand their core customers. Who are they? What are their needs? Here is the most important factor: customer needs are key.  It’s understanding what they need or require to be successful, not what you want to sell them. I have found in my work as an advisor, and coach, that too many companies are working hard on execution without any real or differentiating strategy.

As I looked to grow the capabilities of my practice, I wanted a solution for helping clients truly understand their competitive “white space.” Think of the white space as an area in your market that you own, and drive to build through your organizational strategies, execution, and culture. If you have figured out your “white space” when a prospect asks you what makes you different, you feel like you have a compelling answer.  You have data that supports your differentiation and brand promise, not just features and benefits. You don’t compete on price, rather a differentiated product or service.

After a year of research, I was introduced to Shannon Susko and her approach in her book, The 3HAG Way. Susko does an outstanding job of bringing together culture, strategy, and execution into an approach where the short-term and long-term meet to drive predictable business growth. Becoming a coach for the 3HAG Way has become an essential part of my business and I am looking forward to implementing these methods across all of my clients.

Check out The 3HAG Way, available for purchase on Amazon!