What differentiates you from the rest of your industry? A little better or a little cheaper is just not extraordinary enough to get you noticed!

This year try something unexpected, something that amazes your customers or competitors, even if it’s ridiculous. It works for Zappos, it can work for you. It doesn’t have to be huge – sometimes simple innovations can be astonishing in their brilliance.

Be bold, be remarkable, be memorable, be authentic or unusual. Otherwise you will just fade into the woodwork of the millions of blogs and companies out there!

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My first thought was to dismiss this as something the school demands as part of it’s marketing to prospective students and their parents. But no, that’s not it. As we continued our tour we saw custodians, building laborers, campus security and other faculty all greet our student by name with a smile. They waved to us and called out a greeting. I was very puzzled at this point, still quite frankly in pessimistic disbelief. These people cannot be this content at their jobs.

Our last stop was the cafeteria where I had the most pleasant encounter with one of the lunch ladies. Let’s face it, this is not a notoriously well paid, fulfilling career for most. Quite honestly I never expected to be greeted with a smile, let alone a very enjoyable chat while she was efficiently doing her job. As we departed she smiled and waved and wished us a pleasant day. I was just floored. Maybe I shouldn’t be, but these types of employee encounters are so rare…

What is the point of all of this? Well, there are several.

Revenue – My daughter will most likely choose this college in large part because of that very atmosphere.

Company culture – These “behind the scenes” employees convey the tone and philosophy of the entire “company” better than any “frontline” workers ever could.

Branding – Reputation is everything. This institution by its very way of conducting business with its students has set itself apart from other institutions and carved a niche within the educational market as an “engaged, positive facility with a community feel.”

This is quite an accomplishment both from a business perspective and a consumer perspective. Whether one of my children attends or not, you can be certain that I will give a glowing referral to anyone who asks about potential colleges.

Cheers to SUNY Delhi for superior branding… even if it is an unintentional by-product of employee satisfaction.