Last week I talked about being unique and different in a world of sameness and to find ways to stand out.

This week I want to talk about being your own version of a micro-brewery.
In a world of mass manufacturing of everything from Baby-Food to Beer, micro-breweries have emerged as a highly desired differentiator from the norm. We want different, but not completely different. We still want beer, but beer that is unique, different, special, locally owned and locally crafted.

The Craft Beer, micro-brewery phenonium tells us something. My future Daughter in Law likes a beer called 805. Why? Because she was raised in the 805-area code in north LA to Central CA, and that’s where the beer is brewed. It’s not available in every state, but that makes it more desirable. It presents a taste of the California life-style. Kick-back, do your own thing kind of feeling.

Craft implies special, significant, one of a kind. It comes from the idea and concept of craftmanship.

What does it mean to apply your own sense of craftsmanship to your product or service—or to be a well “crafted” organization? A “craft” organization is one that’s special, unique, and offers a different slant on the same thing.
Maybe you do the same thing, but in a different order, making the experience unique and different. Maybe if you’re an airline, you have the boarding order go from the back of the plane to the front, so people don’t have to climb over each other to get their seats. First class gets boarded last.

Maybe you include shipping with every purchase so people don’t have to wonder or worry what it will be.

Maybe you insure that your happiest people are the ones who interact with your customers.

Maybe you provide free appetizers with every meal—expand upon the free chips and salsa idea.

Maybe you pump gas and clean windshields like they used to do at gas stations.

There are an infinite amount of ways you can “craft” your product, service, and organization to be different. Just ask yourself, “where are we special” in the eyes of our customer, and craft your organization around those things.