Win In A Competitive World With Strategic Differentiation with Roy Osing

Brought to you by Salim Omar, CPA and the CPA Marketing Genius podcast and guest, Roy Osing.

Who is Roy Osing?

Roy Osing describes himself as an audacious leader and a storyteller. He's been on the frontline and in the trenches of business. Osing uses his real life experiences to help others.

Osing is a former president, chief marketing officer and entrepreneur with over 40 years of successful and unmatched executive leadership experience in every aspect of business including being the president of major data and internet companies. His leadership style is known for being unique.

Osing's super power is taking companies when they are in their early stages, and building them into $1 billion USD in annual sales.

He is devoted to inspiring leaders, entrepreneurs and organizations, to stand apart from the average crowd and achieve their true potential.

"I discovered that success is a function of being different," says Osing.

Osing is the author behind the series, Be Different or Be Dead and it is a motto that he lives by. 

"I learned and applied the concept to my career and every aspect of my life. I'm driven by the notion of 'Be Different or Be Dead'. If you're not different, nobody will buy from you and sooner or later you will die as an organization," says Osing.

Ray Osing can be reached through his website bedifferentorbedead.com.

The Secrets Behind How Osing Took his Organization to the Top

Osing created his own planning process that got things done.

This 'strategic game planning process', can be found on his website.



The plan is built around answering three questions.

1. How big do you want to be? Which is a statement of top line revenue growth
2. Who do you want to serve? Which is a statement about which customers you will select to generate the revenue?
3. How are you going to compete and win?-This is where strategic differentiation comes in," says Osing.
   

Differentiation and Your 'Only Statement'

Osing recommends if you are a serious entrepreneur it is essential that you create an Only Statement that shows how your business is differentiated. "It should be along the lines of "We are the only ones that do something that's compelling and relevant to people that we've chosen to serve," says Osing.

How Big Do You Want to Be?

According to Osing, this is your top line. It doesn't involve anything else. Top line revenue is an expression of how the market feels about you. It tells you how you are doing in the market in terms of serving the people that you've chosen.

Your top line declares and drives the character and the risk profile of your strategy. Most planning processes, plan and then figure out what the financials are. According to Òsing, this is the wrong way to go about it. He states that a business owner should declare their goal and then you plan how they will get there.



"This method may seem audacious, and that's the point! It will give you the motivation to form innovative ideas for you to follow through," says Osing.

Who Do You Want to Serve?

According to Osing, these should be the customer groups that have the latent potential to get you to the top line.



"We do a lot of work here because it's not about mass marketing, it's about selecting specific customer groups that have certain growth characteristics. Do not get away with saying, Well, we're going to go after the single family home. This is way too broad. You have to be targeted about who you want your customers to be," says Osing.

How are You Going to Compete and Win?

"This is all about your competitive differentiation strategy. This is where your Only Statement comes into play. What is your only statement? As an entrepreneur, decide the factor that allows you to stand apart, decide what it is that you are the only ones who sell a particular service or product. Maybe you are the only ones who offer a special package. Find out what it is your clients crave and fulfil those cravings," says Osing.

Words of Wisdom from Roy Osing

"Get away from the world of copying, get away from benchmarking. Benchmarking is a tool for people who stay in the herd. If you want success you need to get out of the herd and get noticed. Declare your uniqueness using your 'Only statement,'" says Osing

CPA Marketing Genius offers Done-and-You services for web design, SEO and online marketing for CPA firms who want to grow with high value clients. Listen to the CPA Marketing Genius Podcast for more amazing insights.