The concept of a spiky experience

There’s plenty of evidence to show that doing a good job across a range of activities is not enough these days. Trying to do an excellent job across many fronts is even more likely to lead to disaster. Florida Power & Light, a US Baldridge award winner went broke. Ansett New Zealand could not continue to compete, even though it broke the mould in domestic air service in New Zealand.

Finding a breakthrough where a real difference is made for customers requires a reallocation strategy like that argued by several leading edge thinkers1. Resources need to be moved around to put extraordinary focus on one or two things that stand out. This can be funded by moving resources away from areas where the aim is to only deliver on a par with competitors. It is even better if the point of focus powerfully reinforces the brand promise.

Creating an experience for customers is one way to create true distinction through focus. One that stands out from the rest is a “spiky experience”, named because of the metaphor of a peak standing out above the clouds- above the murk of mediocrity and the fog caused by communications pushing me-too offerings with no real difference.

1. eg Kim and Mauborgne, Harvard Business Review on “Value Innovation”
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