• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Quality. The one thing this blog is not.

Quality. I’ve decided that I hate the word.

I know. Hate is a strong feeling to have about anything. But, when this word is plastered on billboards or lingering around slogans, I can’t help but feel a welling sense of anger.

Is there any term as commonly used and equally as meaningless?

Old vector round retro vintage labelHaving a sense of quality should be an absolute with any company seeking to steal market share. It, however, shouldn’t be a measure of differentiation, ever. Consumers should expect that what you do will have a degree of excellence (or quality) stamped on it no matter what. If not, you shouldn’t be in the game to begin with. So when I see the term quality, I see a brand that has taken the easy way out, and lacks all originality.

I’m sick of quality

Here’s the gist of what I mean:

You may not realize this but at Wendy’s, “Quality is our recipe.”

Ernst & Young will offer you, “Quality in everything we do.”

Oh, and by the way, at Ford, “Quality is job one.”

Here are some of my own, which most likely you could find in the marketplace, too:

“Quality Service, every time.”

“Quality is our middle name.”

“Where quality comes first.”

It’s time to take meaningless drivel like this out of the equation. So listen up, those of you who believe “quality is key” — it isn’t!

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