Programmers are uncomfortable with "Other". It's the last entry in a form field, at the bottom of the known choices. It provides users with an alternative to, "None of the above." Other is unexpected, disruptive, uncontrollable. It drives programmers nuts. How can you program for an entry that's unknown? Increasingly the world of business is full of Other. Customers and prospects are choosing Other instead of accepting choices offered. New businesses are creating success by embracing Other to create innovative business models. Other is no longer at the bottom of the list, it's your customer's first choice. I have a friend who takes a unique approach while reading restaurant menus. She bypassed the specials and the listed offerings. Instead she reads the ingredients, then assembles a meal based on what she wants instead of what the establishment offers. It takes a bit longer, but leads to customer loyalty. We have the technology to effectively mass market to individuals. Just in time manufacturing makes customization a snap. The only obstacle that stands in the way is the one in our mind.

The Opportunity of Other

All of your future business success will come from identifying new markets, prospects and relationships. The good news is each of these are abundant. If you are ready to grow your business, your customer-base, your profits, consider this:

Be Open to Other

Embrace the customer who chooses something new or different. They just may be on to something.

Systematize Other

Design your business process to create space for special requests. There's no telling what customers will help you create.

Discover Other

Don't wait for customers to ask, show them you embrace Other . They will surely tell others about you.

Become Uniquely Other

In a crowded business landscape, Other is the ultimate competitive advantage. You deserve to stand out in a world of "All the Above". How do you embrace Other?