Ways to differentiate your product

Differentiation stories are narratives that set you apart from your competitors, highlighting your unique value proposition and the benefits of doing business with you.

Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives. In this step you need to stay focused on features and capabilities (also called attributes), rather than the value that those features drive for customers (we will get to that in Step 6).