Review Becoming a Category of One by J. Calloway
How Extraordinary Companies Transcend Commodity and Defy Comparison
Nov 13, 2009
In keeping with the time, Joe Calloway has reprinted Becoming a Category of One with new information and updated scenarios, to reflect today's business culture. It's not about how to increase profits, and not just how to be happy in the job; but how to be extraordinary in what the job entails, and pass that on to the clients or customers. And strangely, that does translate into increased profits.
This is not the usual self-help book. There is no detailed plan to follow for success; there are no gimmicks or cute acronyms. But there is a lot of insight, and a lot of thinking for the reader.
Rethink. Reposition. Reenergize.
Calloway is a successful employment consultant, with four books under his belt. His website JoeCalloway.com, extols readers to Rethink, Reposition, Reenergize. Becoming a Category of One certainly does that.
The book of course is filled with true life examples from companies the reader will recognize. As is his style, Calloway portrays both what went right, and what went wrong. More importantly, he quickly analyzes why it went right or wrong and what can be done for improvement (if any).
Divided into 10 main chapters, Becoming a Category of One builds upon the basic premise of business while systematically showing the reader the common mistakes. For example, Calloway discusses how he uses a certain credit card company and pays a premium for their service. When a request for help was completed, he was asked if the service exceeded his expectations. The answer was an emphatic NO. The service was satisfactory, and the company was paid a premium for providing that service.
Doing the job does not exceed expectation; it's what the consumer expects and pays for. Yet somewhere along the line, companies seem to think if the job is completed, consumers' or clients' expectations are somehow exceeded. How long will a company, or employee, last with that attitude?
By rethinking the obvious, both companies and employees could actually reposition themselves to reenergize.
Mission Statements – a Statement or a Belief?
A hot topic within the business industry is the creation of mission statements and objectives. Keywords such as "exceed customer expectations" and "be the best in the industry" seem to emerge almost as a standard. Calloway points out the fallacy of some of these statements, while also showing those that truly have matched their business culture with their mission.
One great example is LensCrafters, whose mission statements include "We will be the best at helping the world see better" (p. 35). Calloway relates the story repeated at a convention of how a customer's glasses were destroyed in one airport, and a LensCrafters representative managed to meet him at his destination airport with a new pair of his prescription glasses. Another story reflects LensCrafters belief that vision is a right, not a luxury. A new born was only expected to live a few days, and had serious vision problems. LensCrafters created special tiny eye glasses so that the baby could at least see her parents in her short life.
Even better though, is the application of these beliefs by employees. A LensCrafters store manager relates how he always wanted or knew he'd work in the health care industry - most likely a doctor or dentist, "but I'm so happy I ended up at LensCrafters helping people with their sight" (p. 39). By repositioning, this person sees himself in the health care industry, not a retail store manager. This is what makes a category of one; a category of extraordinary.
Bottom Line
Calloway's book invites readers to become their own category of one. There is no detailed blueprint, no detailed list of do's and don'ts to follow. There is a lot of reading and rethinking; and learning to reposition and reenergize. Excellent case studies for both successful and unsuccessful methods, and how to improve.
Book courtesy of FSB Associates.
Review of Joe Calloway's Work Like You're Showing Off
Reference
Calloway, Joe. Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Competition. 2nd Edition. Hoboken, NY USA: John Wiley &Sons, Inc., 2009.
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