Forget About 2X, 10X, or 100X Growth
Build Something Meaningful
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In this Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. Our goal is to inspire over one million people worldwide with our message. Reach out if you have any comments or questions.
I’ve been a guest on over 100 podcasts from around the world. I’ve met some great people, from bestselling authors to industry thought leaders.
Many podcasters are business coaches, promising to “scale up” companies using their proprietary formula. Inevitably, during those episodes, the host will ask me for my recommendations for budding entrepreneurs, small business owners, and leaders within large corporations. I often disappoint them because I don’t recommend scaling your way to happiness. I don’t believe in it.
My past business mistakes include trying to grow too fast and taking my eye (and heart) off the clients I already have. That’s a sin. I want to say I have solved that problem, but like many things, it’s a daily discipline. Most of us feel like we need 80,000 more customers, but realistically, one or two would be great. Scaling up also puts enormous pressure on your team, who will often tell you their plates are already full.
The answer is not easy, but it is simple: Differentiate. Stand for who and what you are and be the best version of it. And charge for it. Guess what? You will lose some opportunities doing that, but you’ll likely retain your best customers and maybe gain a couple who actually think you are worth it.
Ryan Rockafellow is CEO of Engineered Transportation International (EnTrans). Among the brands under the company’s umbrella are Heil Trailer and Polar Trailer, the two leading names in the tank trailer segment—those magnificent masterpieces that travel the highways transporting petroleum, fertilizers, chemicals, and foods. The two brands spent decades competing as rivals until Ryan and the team acquired Polar in early 2018. At the time, both companies (combined) held around 40% of the tank trailer market. Ryan had significant challenges to face. First, he had to unite an army of former rivals—not just to play fair, but to become stronger together. Second, he had to resist the temptation to increase profits by homogenizing the two brands, robbing each of their distinctiveness in order to make them cheaper to produce.
Instead of following the “scale up” path, he ensured that each brand’s differentiation and magic were honored, even if initially that meant lower profits. Today, the two brands have increased their combined market share to 50% and continue to lead the industry.
Difference-maker #1: Resist the allure of diluting your differentiation in the hopes of extraordinary short-term growth.
There are more pitfalls than most realize—including losing long-time, loyal customers as well as dedicated employees who believe in their beloved brand. Neither of those is easily recovered.
Difference-maker #2: If you’re looking to scale up, take a good, hard look at your company and determine if you’re fully prepared.
Growing and increasing market share sounds good, but if you don’t have the resources to back it up, you could face significant challenges. Determine if you’re really ready to handle a large influx of business while still maintaining the level of service and quality your current customers value.
Ryan Rockafellow honored EnTrans’ people and brands by resisting the temptation to dilute their magic. The magnetic pull of scaling up is great, but the price you may pay is likely far greater. Listen to Ryan’s story.
Podcasts I Recommend
Here are two great podcasts I recommend if you’re looking for inspiring business insights.
The Breakfast Leadership Podcast is a Top 20 Global Thought Leadership show, featuring deep conversations with world-class leaders, changemakers, and wellness experts on how to thrive in business and life without burning out. With over 500 episodes and a loyal international following, the show empowers audiences to create sustainable success through practical strategies and bold leadership insights.
I consider Pam Harper (professional speaker, author, and business leadership advisor) and Scott Harper (business innovation advisor and partner) as friends. They are the hosts of this weekly, award-winning audio podcast. This dynamic wife-husband team offers unique insights, inspiration, and immediately useful ideas for visionary CEOs, C-Suite executives, and corporate directors. With over 350 episodes, Growth Igniters Radio is ranked in the top 5% of global podcasts.