Continuing with our series that unveils the new book, “ALL Business is STILL Show Business!” we examine an overlooked phenomenon that impacts our businesses, customers, and markets – as times change, the people who are our customers as changing, too.  Scott McKain examines how the entertainment industry has impacted customer expectations and choices on today’s PROJECT DISTINCT!

Wednesday at DFW Airport, Scott McKain witnessed a classic example of an irate customer.  Unfortunately, the business that created the dissatisfied customer didn’t know the three critical words you must consider in order to deliver an experience so compelling that your customer’s loyalty becomes assured.

Today on Project Distinct, Scott reveals the third of the “Three Destroyers of Differentiation,” why an old cliche is no longer true, and why your relationships with customers (and family members) can deteriorate.

Fast food restaurants assembled by the exit on the new Interstate Highway System – and wreaked havoc on local diners.  Today, as Scott McKain relates, it’s the Internet that’s doing the same to your business! How do you survive and thrive given this new competition?

If your competition gains an advantage, the first response is to imitate it.  However, that dilutes any distinction you have in the marketplace – and fails to inspire customers or employees.  Today, Scott McKain examines the first of the three “Destroyers of Differentiation.”

A story without a heroic and powerful ending will fail to engage the audience — they will neither remember nor recommend you! Today’s PROJECT DISTINCT (from the road in Phoenix) examines why your ending is important — and how to enhance every story that you tell!

Today’s PROJECT DISTINCT continues our examination of how we can tell OUR stories in a dynamic and distinctive manner. Act Two of the compelling business story is known by many names: “raising the stakes,” “confrontation,” or “rising action” – Scott calls it “our search for resolution.”  No matter how it’s known, having an Act Two that makes  your story more compelling is critical to making it persuasive.