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Concept
Differentiation
Differentiation is being meaningfully different in a way a specific buyer values, not different for its own sake. The difference has to matter to someone, or it is merely strange.
Why it matters
Without a real difference you compete only on price. With the wrong difference you confuse. The art is finding the one thing that is both true and valued.
Common misconceptions
- That being different is the goal. Being valuably different is the goal.
- That more differences are better. One difference a buyer cares about beats ten they do not.
How it connects
- PositioningPositioning turns a difference into an advantage.
- Category designCategories decide which differences count.
- PerceptionA difference only matters once it is perceived.
Essays exploring it
Essays on this idea are being written. They will gather here.
Books that shaped my thinking
- Obviously AwesomeApril Dunford
Case studies applying it
Real work applying this idea will be linked here.