Standing Out From the Crowd
TORONTO, Oct. 1, 2013 /CNW/ - Finding Waldo is a time consuming and difficult exercise as opposed to finding Nemo.
Finding Nemo is easier, since he is orange and stands out from the other fish. Obviously, you want to look like Nemo rather than Waldo to your clients. Yet, many businesses do not take the time to understand the meaning of differentiation. The lack of understanding can lead a business to blend into the crowd and therefore not be noticeable to potential clients. Differentiation is when a business has a specific element that is impossible or almost impossible to duplicate.
Let us use an example of what is differentiation and what is not.
Differentiation: a restaurant that uses a secret and distinctive sauce in their burgers. Customers have tried other restaurants' burgers and they cannot find an alternative burger that tastes the same.
Lack of differentiation: a restaurant that does not put any ingredients into their burger meat. Customers can find an alternative burger that tastes the same or better.
When your business achieves differentiation, your clients will be able to tell the difference between your business and your competition.
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