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• Meetup by Frederic Moreau, PÖL Digital• June 10, 2014 •
HOWTO DIFFERENTIATE FROM
YOUR COMPETITORS?
Montreal Solution Group for Business Owners
2
AGENDA
• 30’ - Keynote	

• What are we talking about?	

• Why differentiate?	

• Differentiation framework	

• Examples	

• 30’ - Sharing	

• 60’ - Getting together
3
WHAT « DIFFERENCE » ARE WE
TALKING ABOUT?
The obvious? The complex? The odd?
4
DIFFERENTIATION -	

MAKING A DIFFERENCETO PERFORM BETTER
5
WHY DIFFERENTIATE?
• Because we live in a globalized world where most products & services
are becoming commodities, and where our skills are commoditizing too.	

!
• So we need to make a difference in a turbulent environment where
change is accelerating, nimble competitors can emerge anytime, and
clients may switch to someone else at the distance and speed of a click.
6
DIFFERENTIATION FRAMEWORK
• Identify your market	

• Select your strategy	

• Select your differentiation spot(s)	

• Create value
7
IDENTIFYYOUR MARKET
Differentiate	

• Price is not the key decision factor	

• High client retention	

• Long term competitive advantage
YoYo	

• Price is the second decision factor	

• Average level of client retention	

• Short term competitive advantage
YoYo	

• Price is the second decision factor	

• Average level of client retention	

• Short term competitive advantage
Commodity	

• High price pressure	

• Lower client retention
Few competitors Many competitors
Easy market
access
Difficult market
access
Costs of skills and resources	

to satisfy the market
% of competitors who	

satisfy the market
Source: Strategic organization, JP Raffalli, International Coaching in Organization
8
SELECTYOUR STRATEGY
Master
Adapt
Innovate
9
SELECTYOUR DIFFERENTIATION
SPOT(S)
Master
Adapt
Innovate
Differentiation
prism
10
CREATE VALUE
e.g.TheTracey & Weirsema « value discipline model »
Tracey and Wiersema proposed that
in order to be competitive, an
enterprise must be competent in all
three disciplines (the minimum
threshold in the diagram), but to be a
market leader, an enterprise must
excel in just one discipline.Treacy-
Wiersema further propose that an
enterprise cannot excel in all three
disciplines because the basic
enterprise culture, structures, people,
facilities, processes and business
models that lead to excellence in any
one discipline are incompatible with
achieving excellence in the others.
http://www.enterprise-advocate.com/2012/02/the-tracey-wiersema-value-discipline-model-part-1/
Source:The Enterprise Advocate,Alex Matthews
• Product leadership: e.g. Apple, Nike, Ferrari	

• Operational excellence: e.g. Fex Ex,Amazon	

• Customer intimacy: e.g. Nordstrom
11
EXAMPLE - DOMINATION
12
EXAMPLE - ADAPTATION
13
EXAMPLE - INNOVATION
1950s
A brief history of cloud computing
1970s 2006
14
HOW DOYOU DIFFERENTIATE
FROMYOUR COMPETITORS?
30’ round table discussion
15
INTERESTED IN LEARNING MORE?
• Frederic Moreau, PÖL Digital
StationC, Suite 204, 5605 de Gaspé, Montréal, QC, Canada	

Cell. 514 503-3357 - fred@poldigital.com	

ca.linkedin.com/in/fredericmoreau/	

!
• Stay up to date with PÖL
Twitter : @polstories	

LinkedIn : linkedin.com/company/p-l-digital	

Facebook : facebook.com/poldigital

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How to differentiate from your competitors?

  • 1. • Meetup by Frederic Moreau, PÖL Digital• June 10, 2014 • HOWTO DIFFERENTIATE FROM YOUR COMPETITORS? Montreal Solution Group for Business Owners
  • 2. 2 AGENDA • 30’ - Keynote • What are we talking about? • Why differentiate? • Differentiation framework • Examples • 30’ - Sharing • 60’ - Getting together
  • 3. 3 WHAT « DIFFERENCE » ARE WE TALKING ABOUT? The obvious? The complex? The odd?
  • 4. 4 DIFFERENTIATION - MAKING A DIFFERENCETO PERFORM BETTER
  • 5. 5 WHY DIFFERENTIATE? • Because we live in a globalized world where most products & services are becoming commodities, and where our skills are commoditizing too. ! • So we need to make a difference in a turbulent environment where change is accelerating, nimble competitors can emerge anytime, and clients may switch to someone else at the distance and speed of a click.
  • 6. 6 DIFFERENTIATION FRAMEWORK • Identify your market • Select your strategy • Select your differentiation spot(s) • Create value
  • 7. 7 IDENTIFYYOUR MARKET Differentiate • Price is not the key decision factor • High client retention • Long term competitive advantage YoYo • Price is the second decision factor • Average level of client retention • Short term competitive advantage YoYo • Price is the second decision factor • Average level of client retention • Short term competitive advantage Commodity • High price pressure • Lower client retention Few competitors Many competitors Easy market access Difficult market access Costs of skills and resources to satisfy the market % of competitors who satisfy the market Source: Strategic organization, JP Raffalli, International Coaching in Organization
  • 10. 10 CREATE VALUE e.g.TheTracey & Weirsema « value discipline model » Tracey and Wiersema proposed that in order to be competitive, an enterprise must be competent in all three disciplines (the minimum threshold in the diagram), but to be a market leader, an enterprise must excel in just one discipline.Treacy- Wiersema further propose that an enterprise cannot excel in all three disciplines because the basic enterprise culture, structures, people, facilities, processes and business models that lead to excellence in any one discipline are incompatible with achieving excellence in the others. http://www.enterprise-advocate.com/2012/02/the-tracey-wiersema-value-discipline-model-part-1/ Source:The Enterprise Advocate,Alex Matthews • Product leadership: e.g. Apple, Nike, Ferrari • Operational excellence: e.g. Fex Ex,Amazon • Customer intimacy: e.g. Nordstrom
  • 13. 13 EXAMPLE - INNOVATION 1950s A brief history of cloud computing 1970s 2006
  • 14. 14 HOW DOYOU DIFFERENTIATE FROMYOUR COMPETITORS? 30’ round table discussion
  • 15. 15 INTERESTED IN LEARNING MORE? • Frederic Moreau, PÖL Digital StationC, Suite 204, 5605 de Gaspé, Montréal, QC, Canada Cell. 514 503-3357 - fred@poldigital.com ca.linkedin.com/in/fredericmoreau/ ! • Stay up to date with PÖL Twitter : @polstories LinkedIn : linkedin.com/company/p-l-digital Facebook : facebook.com/poldigital