Our communities can count on us to provide inferior levels of clinical care and quality of care. Clearly, not a positioning you’d want to stake out among your communities.

But neither are the usual suspects of providing a higher level of care to our communities; providing world class care close to home;  putting patients first. Because instead of claiming meaningful points of difference, all you’re really doing are establishing points of parity.

One trait of high-energy brands is the delivery of a uniquely branded experience that distinguishes the organization and surprises and delights customers.

From Accenture’s online journal Outlook is this article From Patient To Customer: Improving The Patient Experience. It’s written by Anil Swami, Accenture’s global lead for Consumer Experience Management/Service Strategy domains.

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The concept refers to a company's sourcepoint for its energy. And it's something we spend a lot of time working through with leadership teams.

Without it, there’s no connective tissue that binds people together around a higher meaning or common cause – which motivates and drives the people who drive your organization (and its greatness). It’s like a football team whose only rallying cry is to play hard.



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People don't buy what you do, they buy why you do it.

This is Simon Sinek’s simple, smart idea presented through his TED talk: How great leaders inspire action. He calls his idea the ‘golden circle.”

It explains why some leaders and companies are able to inspire while others are not. It’s a concept that can’t really be boiled down to it’s essentials any further. But its value is big.