November 15, 2016

3 steps to defining what makes you uniquely different from your competitors:

People are having a pretty hard time with this differentiation stuff...

Here’s the best I can do to concisely summarize:

• Identify your ideal buyer
• Identify the competition for your ideal buyer’s business
• Identify differences between you and your competition that your ideal buyer cares about

If you skip any of these steps, you probably won’t differentiate yourself in a meaningful way.

If you don’t differentiate yourself in a meaningful way, you’ll be forced to compete on price.

If you are forced to compete on price, you’ll lose virtually all of your profits.

Yours,

—J

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