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