by Dr Greg Chapman
What is interesting is its new strategy. From moves it is making, it appears to be giving up the handset business, of which it has just 1% although it still seems to be in denial on this front. Its new focus is on secure software systems for business.
If you consider Blackberry’s point of difference, its security is what appealed to business in the first place. It wasn’t allowed to operate in China because the government couldn’t hack their phones. It appears that Blackberry has realised finally its true business.
Often when you consider the true ‘value proposition’ of your business, it’s easy to confuse what it is you do. Blackberry weren’t really just another mobile phone company, they were a provider of secure messaging. The device through which they provided this service just happened to be a mobile phone. They can now continue to provide this service by another means.
Understanding your points of difference can allow you to transform your business and develop new services that aren’t offered by others. However, this only works if these points of difference are recognised by others. Just ask the Chinese what they thought of Blackberry’s security. What better endorsement could they want?
What point of difference does your business have, that is widely recognised by others, including those who may not be your customers? This is may be the key to the future of a whole new successful strategy for your business.
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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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