Kylie Bernstein

What makes you different from your competitors?

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2 Answers

Steve Osborne

Steve Osborne , director at Smarthinking

What makes you think you need to be different from your competitors?No, I'm not trying to be smart. It's a legitimate question. Do your customers or prospects buy based on differentiating factors? Do they value differentiation? If so, to what extent? If not, why are you trying to be different?Reading between the lines of your question, I'm guessing you're trying to find a "USP" for your business. Perhaps you're launching a new product into a highly commoditised market, or perhaps your services are the same as other providers in your industry.In my view, the idea of a traditional marketing USP is misguided, outdated and not based on empirical evidence. People buy the product/service that most easily fulfils their needs/desires, which may not necessarily be the one different from all others.Take a good look at your competitors. Are they in themselves differentiated? Or are they all pretty much the same, with superficial, meaningless distinctions? For example: one is red, another blue. One provides services for industry A, another industry B. Take a good look at their customers. Are they in themselves differentiated? Notwithstanding the nature of the product/service, are they all the same – a cross-section of the market?So why differentiate when being distinctive will do?

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Jef Lippiatt

Jef Lippiatt , Owner at Startup Chucktown

For me specifically, I believe that offering a product that falls within the gaps of my competitors is a positive differentiation along with my relentless focus on providing an enjoyable customer experience.

I am also very proactive about collecting feedback and iterating on my products and services often.

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