meet someone else’s. To be successful you
want to be copied, not do the copying.
Look at Quint Studer. He developed standards and benchmarks for his hospital to
follow and they became very successful. So
much so, that he now makes his living
teaching other hospitals how to copy his
success. Beckwith states the problem is in
the verb itself—to gain competitive advantage, you want to lead.
To be successful you want to be distinc-
tive. Best practices become slippery because
you are emulating other practices instead
of setting the bar yourself. It is one thing to
figure out how to get there but another to
lead once you are there. To be on top, you
need to be the best; to get there, you have
to lead down a different road; you have to
stand out. Beckwith says it all at the end of
this story: “Ignore best practices. Create
Beckwith H. The Invisible Touch, Four Keys to
Modern Marketing. New York, New York:
Time Warner; 2000.
Ed Yoder is the administrative director of medical
imaging at Winter Haven Hospital in Winter Haven, FL.
He holds a master’s degree in business administration,
as well as a master’s degree in healthcare administration
from the University of St. Francis. Ed is also a member
of the AHRA Board of Directors. He may be contacted