The Art of Differentiation

I had an epiphany.

Our product is late to market, and the market is crowded.

And I mean, very crowded!

So, the key to winning a piece of that pie lies in differentiating our product.

We need to offer something so insanely valuable that it sets us apart from everyone else.

Over the past couple of weeks, I extensively researched how the best companies differentiate themselves to succeed.

And here are the seven powerful strategies I uncovered:

1. Be the most affordable

2. Represent the pinnacle of quality

3. Offer unmatched convenience

4. Be recognised as the safest choice 

5. Offer a proprietary product 

6. Sell something that evokes positive feelings

7. Focus on an underserved niche market

Reflecting on our startup's journey to date, it's evident our product isn’t differentiated enough, and doesn't fall clearly into one of these strategies.

We still hear prospects asking how we're different from (insert random competitor). That is a sign to me that this is something we need to reevaluate.

Back to the drawing board we go to ensure we are clear on how we stand out, and most importantly, that our unique proposition truly resonates with our target customers.

If we want to thrive long term, nailing differentiation and the unique value we deliver to our target customers is a must.