Seven ways to differentiate your product: 1. Be the cheapest 2. Be the highest quality 3. Be the most convenient 4. Be the safest 5. Sell a proprietary product 6. Sell something that makes people feel great buying 7. Focus on a niche underserved market... See more

Instead, better is to focus on creating and nurturing brand differentiation in the eyes of the consumer, through creation of buyer value. Buyer value protects a brand’s pricing power, as consumers are willing to pay premium for value they think they cannot get anywhere else.

The differentiator is why people choose to consume one type of content over another when both are about the same topic. That’s why Smith often tells people to start by going through their inbox and writing down one sentence or adjective that describes what they love about their favorite content producers. She guarantees that you’re not going to say... See more