Differentiation is in the eye of the beholder…your customer

Be honest. If you’re a marketer, you love nothing more than shouting to anyone who will listen (and maybe some who won’t) about why your product or service is so cool, special, interesting….meaning different and unique.

Of course you do – it’s your job.

But while we’re all talking about why our thing is so cool, and what the latest features are, we must remember:

Differentiation is in the eye of our customer, not ourselves.

I want to thank my friend Yvette Cameron for reminding me (leading me to remind you) just how important this perspective shift is. And it’s good to see customers asking this question and defining how their vendors are unique and different, rather than marketers trying to come up with a useful description of the latest new feature.

So, please, when you start shouting about why your offerings are so cool and interesting, ask a few customers first why they think so. They’ll tell you how you benefit them more than your competition (I hope!).

And once you know, go ahead and tell the world.

Share how you discover your unique value in the comments:


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