9. Differentiation
Differentiation is one of the most
important strategic and tactical
activities in which companies must
constantly engage. It is NOT
discretionary and everything can be
differentiated.
Ted Levitt - Author, Thinking About Management
10.
11. On a cold January day, a forty-three-year-old man
was sworn in as the chief executive of his country.
By his side stood his predecessor, a famous
general, who, fifteen years earlier, had commanded
his nations armed forces in a war that resulted in
the defeat of Germany. The young leader was
raised in the Roman Catholic faith. Over the next
five hours he watched parades in his honor and
stayed up celebrating until 3 in the morning.
12. On a cold January day, a forty-three-year-old man
was sworn in as the chief executive of his country.
By his side stood his predecessor, a famous
general, who, fifteen years earlier, had commanded
his nations armed forces in a war that resulted in
the defeat of Germany. The young leader was
raised in the Roman Catholic faith. Over the next
five hours he watched parades in his honor and
stayed up celebrating until 3 in the morning.
13. sworn in as the chief
executive of his country. By
his side stood his
predecessor, a famous
general, who, fifteen years
earlier, had commanded his
nations armed forces in a war
that resulted in the defeat of
Germany. The young leader
was raised in the Roman
Catholic faith. He spent the
next five hours watching
parades in his honor and
14. sworn in as the chief
executive of his country. By
his side stood his
predecessor, a famous
January 30, 1933
general, who, fifteen years
earlier, had commanded his
nations armed forces in a war
that resulted in the defeat of
Germany. The young leader
was raised in the Roman
Catholic faith. He spent the
next five hours watching
parades in his honor and
15. sworn in as the chief
executive of his country. By
his side stood his
predecessor, a famous
January 30, 1933
general, who, fifteen years
earlier, had commanded his
nations armed forces in a war
that resulted in the defeat of
Germany. The young leader
was raised in the Roman
Catholic faith. He spent the
next five hours watching
parades in his honor and
21. What business are you in
Why do you do what you do?
Why should anyone care?
22. What business are you REALLY in
Why do you do what you do?
Why should anyone care?
23.
24. What business are they REALLY in?
Starbucks brews customer coffee drinks.....
but they really provide a third place, between
work and home, where people can share
conversation and a sense of community
28. “The surplus society has a surplus of
similar companies, employing
similar people, with similar
educational backgrounds, coming up
with similar ideas, producing
similar things, with similar prices
and similar quality”
- Kjell Nordstrom and Jonas Ridderstrale, Funky Business
29. “EXPERIENCES are as
distinct from services as
services are from goods”
Joseph Pine & James Gilmore : The Experience Economy :Work is theater and business is the stage.
38. The ‘dyson’ Dynamic
$400+
“Only Dyson vacuum cleaners are designed NOT to lose suction. Makes you wonder what the
others are designed to do!” - Sir James Dyson
39.
40.
41.
42. “What we sell is the ability for a 40 year old
accountant to dress up in black leather, ride
through small towns and have people be afraid of
him”
- Harley Exec – Quoted in Results Based
Leadership
51. HUMAN BRANDS
DIFFERENTIATED BRANDS
Strong awareness where they
CATEGORY PLACEHOLDERS compete. (GM/GAP)
So basic they have no differentiation
COMMODITIES in the minds of consumers
DIFFERENTIATION LADDER
52. HUMAN BRANDS
They have clear differentiation from the
competition. (Apple/Nike)
DIFFERENTIATED BRANDS
Strong awareness where they
CATEGORY PLACEHOLDERS compete. (GM/GAP)
So basic they have no differentiation
COMMODITIES in the minds of consumers
DIFFERENTIATION LADDER
53. Actual human being that represents almost 100% of the
differentiation for the company. (Martha Stewart)
HUMAN BRANDS
They have clear differentiation from the
competition. (Apple/Nike)
DIFFERENTIATED BRANDS
Strong awareness where they
CATEGORY PLACEHOLDERS compete. (GM/GAP)
So basic they have no differentiation
COMMODITIES in the minds of consumers
DIFFERENTIATION LADDER
57. So, what do you do?
- I am a real estate advisor =
- I do landscaping =
- I do interior design =
- I am a web designer =
- I do internet marketing =
- I am business coach =
58. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping =
- I do interior design =
- I am a web designer =
- I do internet marketing =
- I am business coach =
59. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping = “desire”
- I do interior design =
- I am a web designer =
- I do internet marketing =
- I am business coach =
60. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping = “desire”
- I do interior design = “individualism”
- I am a web designer =
- I do internet marketing =
- I am business coach =
61. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping = “desire”
- I do interior design = “individualism”
- I am a web designer = “connection”
- I do internet marketing =
- I am business coach =
62. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping = “desire”
- I do interior design = “individualism”
- I am a web designer = “connection”
- I do internet marketing = “touch”
- I am business coach =
63. So, what do you do?
- I am a real estate advisor = “stress relief”
- I do landscaping = “desire”
- I do interior design = “individualism”
- I am a web designer = “connection”
- I do internet marketing = “touch”
- I am business coach = “frustration”
65. “We are CEO’s of our own companies:
Me Inc. To be in business today, our
most important job is to be head
marketer for the brand called You.”
Tom Peters- Author, In Search Of Excellence
84. The Little Things Matter
1. Focus on the little things your competition is ignoring
2. Find ways to make doing business with you easier
3. Come up with 15 - 20 ways to create a WOW for your prospects
4. Stay focused on the ‘experience’ and less on the product
5. Be a ‘Pirate’, add value and create an emotional connection
85. Unique Selling Proposition and Guarantee
Business Owner Worksheet
Welcome to the Unique Selling Proposition and Guarantee Questionnaire. This questionnaire
will help you discover or develop your competitive advantage or value proposition, and a strong
guarantee that removes the risk of doing business with you in the minds of your prospects. A
good USP is much more than “we provide good service at a competitive price.”
You need to articulate what makes you truly unique when compared with your competitors and
your guarantee needs to put the onus on you to do business in a way that gives your customers
the confidence that their worst fears will not be realized when they do business with you.
Any good USP must take into account who your prospects are, how they think, what’s important
to them when they buy, what exactly they need and want, etc.
For a digital copy of the
The following questions are designed to get you thinking about your prospects. Please answer USP worksheet email me
them as specifically as you can:
at
1. What scenarios or situations make your prospects first consider buying what you sell?
2. What needs, frustrations, fears, or pain do your prospects experience that motivate them to
Jlawson@advicoach.com
buy?
3. What do your prospects feel they need and expect as a result of their purchase?
4. What would your prospects be delighted to receive as a result of their purchase if they could
reasonably expect them?
