New directory shows competition is subjective

Feedback on the new NAID online membership directory generally has been very favorable. Of course, we have received many good suggestions for improvements, but we were hoping for that. Many of those suggestions will be implemented soon.

One reaction we didn’t expect was how daunting it would be to see just how many NAID members there are. And, while seeing NAID gaining traction in Australia, China, Europe and Japan impressed many, graphically seeing the number of competitors across North America shocked more than a few visitors to the online membership directory.

However, when visitors start working with the search function, a funny thing happens: The competition thins out. Selecting NAID Certification as a search criterion eliminates about 40 percent of the locations in North America, reflecting the fact that about 60 percent of NAID members are certified. If the customer was looking for a service provider licensed to use the Customer Employee Training Program, the number drops off again.

I use the member directory search experience not to draw attention to the site but to make a bigger point. Competition is only as dense, heavy or intense as you allow it to be. If a service provider has nothing to offer but a phone number, website and the requisite destruction equipment, then sure, competition is intense. If, on the other hand, a service provider has CSDS (Certified Secure Destruction Specialist) accredited employees, is NAID certified, offers Customer Employee Training, is confident helping customers develop their required policies and procedures and can competently discuss appropriate liability coverage, then it’s another story.

Scores of NAID members fall into the latter category. I’m not saying they are shooting fish in a barrel, but they’re growing profitable business on their terms, and, as important as anything, they understand how and why they are growing. They are growing on purpose instead of just hoping it happens and underbidding the competition.

This is my New Year’s wish for you: Make it your mission to grow on purpose in 2015. We know not everyone will. And, while that is not great news for NAID, it is great news for service providers who do. It’s the competitors who do not rise to this level that create the opportunity for those who do.

On behalf of the NAID board of directors and the NAID staff, Happy New Year. I truly hope our paths cross as you work toward positive change this year.

Bob Johnson is CEO of the National Association for Information Destruction, Phoenix. He can be contacted at rjohnson@naidonline.org.