Lessons from a small town entrepreneur

Building on his early experiences in Crothersville, Indiana, keynote speaker Scott McKain offered up the premise that ‘nothing has to be a commodity.’ Even when a Supermarket came to his town, his parents’ grocery store continued to compete, although offering less selection and, in some cases, higher prices. The reason? Scott discovered the distinction of personal service offered by the Mom and Pop store.

After citing more examples of ‘commodity products’ being successfully marketed (water, coffee, money), Scott suggested three powerful and synergistic destroyers of distinction: copycat competition, more and better competitors, and too much familiarity.  He mentioned that familiarity does not so much breed contempt as it does complacency. Customers begin to take you for granted.  And if all three distinction destroyers exist for a company, brand or product, that company, brand, or product will only be able to compete on price. Creating distinction is the key to surviving and thriving.

The Progression toward Distinction, says McKain, is the movement from sameness to differentiation to distinction. He stated that clarity, creativity, communications, and a customer experience focus – in that order – are the four cornerstones of distinction. Using examples from movie entertainment, major corporate brands, and personal experience, Scott had the audience’s full attention and participation.

Wrapping up on a personal and emotional note, Scott told the audience to ‘Make every day count,’ and ‘Don’t miss the good stuff.’ It was a very touching finish to an informative, engaging, enthusiastic, and thoroughly enjoyable presentation.

Many thanks to the American Business Media, Agri Council for sponsoring the Opening General Session!