Curtis shook his head as he paced around his office. He wasn’t angry, just awestruck. “Five contracts,” he said, “We lost five contracts to those bozos, in the past two months.”

“What do they do, that you don’t do?” I asked.

“Nothing, that’s what gets me. We run circles around them with what we can do. We spent a $100,000 on a machine last year that does all kinds of stuff they can’t do.”

“What did the last client say?”

“I don’t understand it, the last client said that it was nothing special, that they just deliver a plain vanilla product. When they need it, it’s there.”

“And what’s the backlog on your delivery?” I prompted.

“Well, we are a few days out on our delivery, but look at our quality, it’s so much better,” replied Curtis.

Execution trumps a promise every time. Execution of a plain vanilla product on-time trumps late-delivery of a special product, every time.

Often, you don’t have to be special; you just have to show up. Didn’t Woody Allen say that? -TF