You are standing there, watching the sea of black suitcases go around the luggage belt. Then suddenly you spot it.

Tied in a multitude of knots, around the handle, is THE yellow ribbon, signifying ‘my suitcase’. You instantly pick it up, knowing that you have the right bag.

Often it is just the way it is tied or located. It could be the type of ribbon or, in my case, one of my husband’s neckties, ceremoniously cut up. It is amazing how one little point of difference can stand out and instantly help you claim your luggage.
Apply the same strategy to help you remember other things or help your business stand out.

Alternatively, to stand out in a sea of black suitcases, you could always buy a hot pink or bright orange suitcase.  Or you could play in a completely different ocean.

Kim and Mauborgne, in their book “Blue Ocean Strategy”, recommend that you get out of the red ocean (the known market space, where cutthroat competition turns the red ocean bloody) and enter the Blue Ocean of deeper, clear water, where demand is created rather than fought over.

The key is value innovation – something that creates simultaneous value for you and the company.

Take 30 seconds to ponder “What point of difference can you apply in your life/business?” Where could I also use the old ”ribbon on the suitcase” trick?