What's Your Why?

In a world of commodity everything, where Brand A is no different than Brand B and Brand C, it's great to find companies who set out from the start to avoid making just another equivalent of a different product, better known as Brand ZZZ.

This story on ABC News Nightline resonated with us because we eat a LOT of Chipotle and also because it shows how differentiation isn't just about packaging and positioning. It's something that - at greatest impact - goes to the core of your business.

At Chipotle, they are trying to change the hidden ingredient assumptions about fast food ... no easy task but an effort that can cause people to look differently at their product. In a world of burrito shops on every other corner (what a great world), Chipotle has tied its future to differentiation, even at a higher supply and raw materials cost. Based on their sales, it's a strategy that more companies should adopt.

Maybe your company wasn't founded on magnificent dreams of unchaperoned pigs roaming the woods and rolling in slop as a point of differentiation, but surely there's something that you do that is truly unique. Maybe it's the people. Maybe it's the technology. Maybe it's the way your customer service reps are able to make everyone feel all happy inside when they finish talking to them. Whatever it is, if you can find it, you've got real magic.

Even when pricing is a major consideration, people like to feel they are making a decision on a purchase or selection because it offers some kind of value to their lives. Chipotle has recognized that and - wait for it - wrapped their communication and identity around it.

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Side note: Doesn't ABC News' video feed service have a better way of matching ads with content? Below are two ads we were served as the Chipotle story queued up. Hmm. Unfortunate & ironic.