An excellent example of aligning market position and a performance predictor is found at FedEx. When you phone FedEx they answer all inbound calls after only 1 ring, when 'business norm' is 3 rings.
Saying your fast is one thing, but proving it (in a small way using this performance predictor) is another. This 1 ring philosophy provides prospective customers with a 'window into the future' of how FedEx will performance.
Consider these other performance predictors which reinforce their market position:
- immaculate presentation of their delivery vehicles (unlike the scratched and dented vehicles used by their competitors)
- quality staff uniforms and presentable delivery drivers
- quality packaging (that makes the object look like it will get there faster)
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