Toyota makes cars. Good cars.
That’s not news and it’s not a lot different from what Honda and other quality car makers do.
But once you’ve watched this video, I bet you’ll feel differently about Toyota than you do about Honda (and the rest). It has little to do with the cars themselves and it may even influence your next car purchase.
So why is that? What does this video do that helps Toyota differentiate themselves from the competition in a way that their existing and prospective customers will value?
As the title of this post suggests, it comes down to associating Toyota’s “BIG Diff” to a greater purpose. One of Toyota’s “BIG Diff’s” is its approach to making cars (aka lean manufacturing). That, in itself, offers consumers a great reason to buy Toyota because it ensures high quality cars at low cost. But when they apply that same manufacturing expertise to helping those in need – a greater purpose beyond cars – it elevates the company in the mind of the market to a different place, a more emotional place. And considering how important emotions are in the buying process (research shows it’s responsible for at least 50% of any decision), this ability to create an emotional connection is critical. Now, Toyota can be associated with not just great cars (rational) but also with enabling a better community, society and even world, and its this emotional link that is differentiating and valuable to the market.
The question of how to do this is complicated and warrants its own post. But, at the simplest level, you can ask yourself how the net benefits of your product/service can be expanded to positively influence your community or society. For example, if you run a hair salon, you could tie your company to the greater purpose of helping people improve their confidence, instead of just focusing on cutting and styling hair.
It may at first seem a small thing but I’d argue that it’s a critical difference in an economy where there are so many options for your clients and prospects to choose from, and one that can help you develop your BIG Diff to grow more profitable.