The icing on the cake

By Erin Singleton
Why so few brands really go for the icing on the cake? A lot of average companies are out there but only a few are worthy to be titled extraordinary. It is a challenge to be extraordinary – especially if you try to do so every day and towards every customer.
May be your value proposition is figuratively a cake. But I’m afraid that there are many companies baking cakes – good ones at that! What makes you special? Form, color, ingredients? Look at different bakeries’ vitrines. You’ll find artworks on cakes – handcrafted artworks. While it is easy to put enough sugar into a cake you must be talented to make its prospect attractive.
Well, think about seeing the “icing on a cake” becoming your value proposition. The rest is taken for granted anyway.

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