area better than anyone else. The competitive advantage or unique selling proposition of a com- pany determines its rate of growth, its level of sales, its profitability, and its very survival. Companies without a competitive advantage soon disappear from the marketplace, to be replaced by other com- panies with clear, unmistakable, competitive advantages that cus- tomers can and will pay for. You are no different. As the president of a company of one, you, too, must develop and maintain meaningful competitive advantage. You must develop an area of uniqueness.You must be absolutely ex- ccc_tracy_6_90-117.qxd 6/23/03 2:48 PM Page 99 Commit to Excellence ➤ 99 cellent in the work that you do so that you can rise to the top of your field
contents of even one of the product containers in such a short time, the salesperson may then take the remaining product portions in the BUG to the next potential cus- tomer down the line or across the street and start the process again. Many Amway representatives have several BUGS circulating in their districts at one time. Of course, by now you and I know that the customer who has accepted and used the BUG products has been trapped by the reciprocity rule. Many such cus- tomers yield to a sense of obligation to order the products that they have tried and partially consumed-and, of course, by now the Amway Corporation knows that to be the case. Even in a company with as excellent a growth record as Amway, the BUG device has created a big stir. Reports by state distributors to the parent com- pany record a remarkable effect: Unbelievable! We've never seen such excitement. Product is moving at an unbeliev- able rate, and we've onlY just begun . ..
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