Don't be better; be different

Some organizations focus on being just a little better than their competitors, and there's nothing wrong with that. But better isn't enough -- you also have to strive to differentiate yourself from the pack

By David Lykken
Special to MPA

Some organizations focus on being just a little better than their competitors. Have a better price. Have a better mission statement. Have a better location. Better is nice. There's nothing wrong with better.
But better isn't enough. You see, being better with get you those customers only the fringes who are monitoring every detail of the transaction and really trying to find the "best" deal. But, most people are looking for a simpler path. Most people want something easier to spot. Most people want "different."
Most people don't notice you when you're merely "better," but when you're different, people can't help but notice you. You stand out. Stop trying to gain a few inches on your competitors and try instead to place yourself on a completely separate playing field. Don't be better; be different.

David Lykken is 40-year industry veteran who has been an owner operator of three mortgage banking companies and a software company. As co-founder and Managing Partner of Mortgage Banking Solutions, David consults on virtually all aspects of mortgage banking with special emphasis executive leadership development, corporate strategic direction and implementation as well as mergers & acquisitions. A regular contributor on CNBC and Fox Business News, David also hosts a successful weekly radio program called “Lykken On Lending” ( that is heard each Monday at noon (Central Standard Time) by thousands of mortgage professionals. Recently he started producing a 1-minute video called “Today’s Mortgage Minute” that appears on hundreds of television, radio and newspaper websites daily across America.