The New Age of Differentiation

10/08/2019

By Kevin Sheldrake

How do you differentiate yourself when excellence has become the norm?

How do you compete against the massive production, promotion, and delivery scale of your biggest competitors?

There’s a new competitive strategy in town. The traditional formula for differentiating by price vs quality vs speed is no longer enough.

Customers expect more, and let’s face it, we really shouldn’t expect a medal for merely delivering what we’ve said we would, at a decent quality, and for a reasonable price. Sure, it’s good, but it’s not differentiation. It’s meeting expectations.

So if this is where the bar is now set, what do we have to do to go beyond it?

How do we stand out from the mainstream in a new age of differentiation?

The answer: You create.

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