But, successful companies turn a profit and grow because they provide great products and services and they communicate that to their existing and potential customers. The fundamental marketing message here is not only to be excellent, but to let the world know about what you're doing. This idea is an evolution of classical marketing positioning theory. Instead of trying to use differentiation to position your business, do excellent work and then take every opportunity to tell your story. It's really quite easy.
Excellence makes people take notice.
Remember that doing great work doesn't just impress one customer. It impresses all of the people that satisfied customer decides to tell. I'm not suggesting that businesses discard classical positioning theory. Excellence actually embraces it. Positioning just takes on a new role in the equation.