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This may look like paradise but for the local excursion companies - product, pricing, place and promotion are all prescribed. Find out how one company has achieved differentiation with two simple disciplines you can use.

The Amalfi coast of Italy is undoubtedly one of the most beautiful spots in the world. It’s no wonder that tourism, along with associated industries, is the primary source of income for 95% of the citizens of the towns scattered along this coastline. The majority of hotels, B&Bs, villas and even restaurant properties are still family owned. So location, normally the first consideration for the leisure industry, is regarded as a heritage factor rather than a positioning strategy.


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It shouldn’t come as a surprise to you that when I questioned entrepreneurs and business leaders about the core motivators for believing their business will succeed, they listed ‘absolute passion’ amongst their top three drivers. Add to this the number of motivational and business-focused books, articles and talks that promote the presence of passion as an absolute necessity and it may seem that I am challenging a fundamental tenet of business success by puzzling through whether passion is always a driver of business success. But it is worth asking a few critical questions:


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I travel to Italy several times a year for (primarily) pleasure and some work. The work part focuses on my writing, which seems to flow much better when I am able to stare out at the beautiful Mediterranean Sea at regular intervals!A further stimulant is being in a country where the love of “brand Italia” is almost palpable, providing an enormous amount of material for my writing. All you need to do is observe what is around you on a daily basis – even in the smallest of towns.


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There is enormous focus on diversity on the workplace. This is a complex challenge to say the least. Fortunately there is a common thread which may help you find your way through this labyrinth. Its called respect and it is impacting on your business as we speak.


 

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