Best-in-Class.....or A-Class-of-our-Own
Best-in-Class was an amazingly satisfying goal when I worked in the corporate world. The win in the marketplace was simple – or so we believed. Define a metric and be best-in-class: we strove for best-in-class customer satisfaction; best-in-class operating cost; best-in-class margins; best-in-class share or market or revenue or customer growth; best-in-class employee turnover…the list went on. We stood up with pride and told the world when we achieved best-in-class. We expected extraordinary bonuses…and got them. We had achieved nirvana.
Now, as I look at start-up companies coming into the market place, disrupting the market and rapidly gaining market share, market value, and customer loyalty, I realize how limiting and destructive best-in-class goals are, how they create corporate self-delusion.
Best-in-class goals by definition say you are in the same class as all your competitors; that to win in the class you simply have to be better than your competitors on a range of measures; that a little better will make all the difference; that your mission is continuous improvement of your products and processes; and that best-in-class is the ultimate requirement to win.
This very commitment to best-in-class is a solace to the meek. It is also a gift to the bold.
Upstart companies are truly bold. Upstarts dream of something that is truly disruptive: forget best-in-class; think class-of-our-own. Upstarts don’t care about existing competitors – other than that they are all doing a terrible job - they care about the customer and what can create a truly amazing and revolutionary experience for customer. Upstarts don’t care about “better, faster, cheaper” – the best-in-class mantra; they care about terms like “amazing, immediate, simple, ubiquitous, low cost” – the promise they deliver to their customers. They know, by definition, delivering this promise will be better, faster, cheaper, and more.
They build a culture around continuously amazing their customers, not simply being better for their customers than their competitors, often in such marginal ways that customers seldom notice, and never tell their friends. They are so revolutionary that they don’t have to do social marketing; they simply get social marketing and are driven by word-of-mouth.
The implications of Best-in-Class?
The obvious one: large corporations yield market share to upstarts. Less obvious: when large corporations invest in or acquire the upstarts and bring the culture of best-in-class to them, they start them on the inevitable downhill trend. The most insidious: when upstarts hire senior talent from large companies and let them infect the corporate culture with the best-in-class scourge, the upstart slowly and inexorably stops being an upstart.












