Willy Wonka Differentiation
This blog is about business differentiation, but not just small points of differentiation – I’m interested in differentiation that is unexpected. Differentiation that re-defines the game, violates expectations, and grabs attention. We have already seen some great examples of this – Terracycle who built a business on worm poop and waste, Moller who is working to build a flying car, Stone Aerospace who want to mine the moon for rocket fuel, the Cinnamon Club who made the hottest curry in the world.
In New Zealand where I live, the most common chocolate brand is Cadbury. Cadbury’s products are differentiated – good quality, large variety, recognised brand, distinctive purple colouring. All very good.
But compare Cadbury with Willy Wonka’s chocolate factory (my daughter has been watching the Charlie and the Chocolate Factory, and yes I know it is make believe, but it still raises some useful comparisons). Wonka himself is different. And his business differentiation goes far beyond Cadbury’s quality, variety, and branding. He has the only chocolate factory in the world that uses a waterfall to mix his chocolate. He uses squirrels to open the nuts. He has a glass elevator that moves sideways as well as up and down. He is experimenting with never seen before products and delivery channels – a never ending gobstopper, a ‘full meal’ chewing gum, and a teleporter for chocolate bars. He uses only Oompa-Loompas to work in his factory. Most of all he creates mystery and exclusivity around his chocolate factory, so much so that goldern tickets to visit the factory are highly valued items. If you haven’t seen Charlie and the Chocolate Factory, check out the movie trailer below, which gives a good summary of Willy Wonka differentiation.
Willy Wonka differentiation is what this blog is about. Differentiation that is so different that it stops people in their tracks and they can’t help but pay attention. What could you do to include some Willy Wonka differentiation in your business?
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Awesome imagination Brendon. Love the link – you are thinking outside the square on this one. Cheers Pete