The key to differentiation insights

Published 20 days ago • 1 min read

Hi Reader,

Where does differentiation come from?

Most people think it comes from the product.
But product is largely just a bundle of features.

Many would say it comes from comparing those features to competitors.
But that would merely give you a list of differences.

Some would say it comes from defining what those differences mean for customers.
And when you do that, you may end up merely with a list of benefits.

None of the above can help you differentiate in the true sense.

True differentiation comes from finding how your ideal customers differ from non-ideal customers.
That requires mining deeper insights and connecting the non-obvious dots.

Understand this with the example of a rose 🌹....(in this week's guide).

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