The Best Way to Think About Differentiation

My advice for the CEOs and business owners of small businesses thinking about differentiating from other players in your space is to approach it like this:

Discover the problems that people truly have, that you are uniquely qualified to solve, and that other people aren’t willing to communicate and execute to solve.

That might mean as an HVAC service you talk about how you arrive on time and clean up after the job … as a Law Firm you talk about how you call me back in a timely manner … as a Consulting Firm you talk about how you help me look at problems in a different way … as a training firm you talk about how you assist in business development, etc.

Most of the small businesses we speak with default into thinking “nobody cares about those little things” and “that everybody else is doing and communicating them” but ironically our research reveals time and time again that’s not true and it’s the biggest thing people care about.

#difference #pointofdifference #differentiation #marketing #business