Differentiation gets easier if we don’t narrow our perspective . If we keep a broad view on things, turning inward to think or going outside our echo chamber entirely. Rather than start with someone else’s vision for what someone like us should do in our situation, we apply our own personal vision for what WE should do. We start with what feels... See more

We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more