BUSINESS MARKETING: Excellence - It starts at the top

2013-06-22T16:29:00Z 2013-06-28T16:20:10Z BUSINESS MARKETING: Excellence - It starts at the topLarry Galler Times Business Columnist
June 22, 2013 4:29 pm  • 

We all instantly recognize businesses that stand out above most of the other companies that essentially offer the same products and services.

Our recognition might happen when we walk into their place of business, when we call them on the phone, when we see their advertising, when we notice their energetic, “can-do” attitude, and when we see they are happy to be of service to their clients.

Contrast that to the mediocre businesses we see where a ambivalent attitude prevails, work is sloppy and promises are unkept.

What makes the difference?

Is it because there is some amazing chemical nutritional supplement added to the water cooler that magically creates better competency, more sparkling attitude, more energy and enthusiasm? I don’t think so.

I’m positive the difference between excellent companies and mediocre companies starts at the top, in the executive suite. And it makes no difference whether the CEO is head of a multinational conglomerate sitting in a lavish corner office or head of a two-person local service start-up company whose office is a second-hand desk in the corner of the workroom.

The difference between excellence and mediocrity flows from the expectations and intentions communicated from that executive office and then transmitted throughout the company to staff, vendors, prospects and clients.

Those communications, let’s call them “Excellence Communications,” inform everyone associated with the company with the purpose of the company, the expectations and the intentions of management. Over time they become integrated into the company culture which is expressed in every nook and cranny from hiring and training of new staff, to operations, production, marketing, advertising, customer service and even product design (think Apple).

Some Excellence Communications should be transmitted to everyone associated with the company; others are targeted to specific groups such as “high-end clients” or “production staff,” while still others are one-on-one. The most effective follow a consistent theme based on the company’s primary objectives.

So, stand out for your excellence. To create excellence in your company start with Excellence Communications, make them focused on an Excellence Theme. Excellence starts at the top so get started.


Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Get Galler’s free report “Create a Culture of Excellence” by email. Send an email to and put “Excellence Report” in the subject line.

Copyright 2014 All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Follow The Times

Latest Local Offers

Featured Businesses

In This Issue

Professionals on the Move Banner
Get weekly ads via e-mail



Do you think the Lake County Solid Waste Management District should pay its new director less than its former director?

View Results