Editor's Focus--A Positive Distinction

Differentiating one’s business was a topic of discussion raised with me recently by a recycler who also operates a document destruction subsidiary. In this person’s case, he had been making efforts to distinguish the shredding firm by using a new and separate name from the one long-used by the recycling company.

The wider topic of differentiating a business from its competitors was also raised, with the acknowledgement that this is a crucial task facing anyone involved in managing or marketing a business.

Billions of dollars are spent on advertising, promotions and public relations each year to call attention to products and services. In just one example out of hundreds that could be noted, residents of Ohio this summer have been bombarded by advertising messages hinting at the unique wonders that tourists can enjoy in the adjacent states of Michigan, Pennsylvania and West Virginia, with Ontario also chiming in.

Tucked in the same block of commercials are likely to be suggestions of which hotel or fast food chain Ohioans should patronize should they decide to hit the road to check out a nearby state or province.

Advertising is a key way for businesses (or state tourist bureaus, apparently) to remind customers that they exist and are ready to do business. But marketing gurus would note that something intriguing or distinctive must be communicated to entice consumers to take action.

Recyclers seeking material face this same challenge. Whether lining up industrial accounts or seeking greater scale traffic, competition is probably fierce. Touting a unique service or benefit can be one of the few ways to stand out in the market.

When Recycling Today offers profiles of recyclers, subscribers may have any number of reasons to read these stories. Some may do business with the company, while others may have met the firm’s principals at a trade show or serving on a trade association committee.

Just as likely, many readers may also hope to glean best-practices information by learning how the company operates. These best practices could involve the management of people, the operation of equipment or another way in which the company is able to distinguish itself.

Ralph Waldo Emerson wrote, "What is the hardest task in the world? To think." If one accepts that, gleaning one good idea from a magazine story that can help a company differentiate itself in a positive way can save a lot of future effort.

Correction: In the July cover story on Metal Management Inc., Rob Larry was incorrectly referred to as CEO on first reference. His correct job title, found later in the story, is CFO.