Peak Your Profits: Why will you be great? Just beCAUSe!

This week, Jeff talks about his toughest customers (his kids) and draws a business parallel


Article Highlights

  • When you offer the marketplace constant, awesome, unduplicatable supremacy, your customers benefit. They tell the world, and you profit. Big time!

On a daily basis, I confront the world’s toughest negotiators. No, not clients. My kids! They’re relentless. Aggressive. And don’t know the meaning of “No!” To them, “No” simply sets the stage for dialogue.

Therefore, I’ve learned a powerful response to their constant queries of, “Why?” For now when they ask, “Why?” I’m conditioned to exclaim, “Because.”

It’s simple. Direct. And a momentary stop-gap. However, because is two syllables and it takes too long to repeatedly utter. Therefore, with extensive training, I’ve developed the ability to now answer the frequent “Why?” questions with only one syllable, “Caus.” (pronounced “Cuz.”)

They ask, “Why?”

I declare, “Caus!”

And I realized, wouldn’t this be a wonderful retort to a prospect, who wonders, “Why should we use you?” And, all you need to confidently respond with, is “Caus.”

Here’s what I mean. What if “Caus” stood for “Constant. Awesome. Unduplicatable. Supremacy?” And, that’s exactly what you deliver.

CAUS meaning – Constant: ongoing, all-the-time, nonstop. Awesome: phenomenal, incredible, extraordinary. Unduplicatable: can’t be copied, unique, one-of-a-kind. Supremacy: highest quality, superior, the ultimate.

When you offer the marketplace constant, awesome, unduplicatable supremacy, your customers benefit. They tell the world, and you profit. Big time!

Here’s a simple example of CAUS in action. As you may know, in the Chicagoland area, the hot dog is considered haute cuisine. And one of the best places to devour this Chicago tradition is at the Superdawg Drive-In. Superdawg is a nostalgic throwback to the 1950s. Carhops attach a tray to your car window that’s stacked high with “snap when you bite ‘em” Superdawgs, hot and crispy Superfries and thick and rich Supershakes.

And the Superdawg receipt boldly declares: “Our family has been thrilling customers with superfood and friendly service since 1948.” Wow! How’s that for a CAUS declaration?

My wife and I even stopped for a Superdawg one night after a wedding. The parking lot was full, but we were the only ones in a formal gown and a tuxedo. (I was in the tux!)

So how can you create, constant, awesome, unduplicatable, supremacy with your products; your services; your promotional literature; your Web site; your correspondence; your telephone reception/greeting; your delivery; your culture; your image; your phone contact; your packaging; your merchandising; your relationships; your strategic alliances; your people; and most importantly – with you!

Oh, and when you’re in Chicago and would like to witness and taste “constant, awesome, unduplicatable, supremacy” at Superdawg, call me. Lunch is my treat!

Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to or go to to subscribe to his free e-letter.

© 2009 All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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