Marketing Differentiation Quotes

Online word-of-mouth is very powerful. These days customer service is one of the most important differentiation factors used by customers to pick one brand over others.

Launching a similar product still needs some kind of differentiation.

You can’t ignore the importance of being unique, remarkable, and differentiated in a highly crowded market.

Can you guess what makes me choose other restaurants over vegan restaurants when there is a perfect match in my dietary needs and those restaurants’ offerings? It is the inability of most of the vegan restaurants to differentiate between the needs of a vegan who never had meat and a vegan who is not born as one but became one with time.

Put bluntly, the struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it's a biology problem. And just like a person struggling to put her emotions into words, we rely on metaphors, imagery and analogies in an attempt to communicate how we feel. Absent the proper language to share our deep emotions, our purpose, cause or belief, we tell stories. We use symbols. We create tangible things for those who believe what we believe to point to and say, "That's why I'm inspired." If done properly, that's what marketing, branding and products and services become; a way for organizations to communicate to the outside world. Communicate clearly and you shall be understood.

It's a fact...that in societies like ours sex truly represents a second system of differentiation, completely independent of money; and as a system of differentiation it functions just as mercilessly. The effects of these two systems are, furthermore, strictly equivalent. Just like unrestrained economic liberalism, and for similar reasons, sexual liberalism produces phenomena of absolute pauperization . Some men make love every day; others five or six times in their life, or never. Some make love with dozens of women; others with none. It's what's known as 'the law of the market'...Economic liberalism is an extension of the domain of the struggle, its extension to all ages and all classes of society. Sexual liberalism is likewise an extension of the domain of the struggle, its extension to all ages and all classes of society.

Someone is sitting in the shade today because someone planted a tree a long time ago. —Warren Buffett

The CEO of a major publishing house was concerned about the lack of creativity among his editorial and marketing staffs. He hired a group of high-priced psychologists to find out what differentiated the creative employees from the others. After studying the staff for one year, the psychologists discovered only one difference between the two groups: The creative people believed they were creative and the less creative people believed they were not.

In today’s market, anything that isn’t differentiated through creativity or a 10x technology will be immediately commodified by the industrial system. The only way to sustainably incite your audience to take action is to inspire them with meaningful purpose.

most schools also focus too much on providing students with a set of predetermined skills, such as solving differential equations, writing computer code in C++, identifying chemicals in a test tube, or conversing in Chinese. Yet since we have no idea what the world and the job market will look like in 2050, we don’t really know what particular skills people will need. We might invest a lot of effort teaching kids how to write in C++ or speak Chinese, only to discover that by 2050 AI can code software far better than humans, and a new Google Translate app will enable you to conduct a conversation in almost flawless Mandarin, Cantonese, or Hakka, even though you only know how to say “Ni hao.

mass times its acceleration—is a differential equation because acceleration is a second derivative with respect to time. Equations involving derivatives with respect to time and space are examples of partial differential equations and can be used to describe elasticity, heat, and sound, among other things.

Big Brother has no interest in well-informed citizens capable of critical thinking. Big Brother wants you to shop at Wal-Mart, where He will control the media that influences your life. The media works with the government and with the large corporations to form mass culture, which is utilized to create public consent, and most folks aren’t even aware of this process as it goes on all around them. Big Brother is actively seeking the complacency of the wage-slaves. Big Brother doesn’t want you to know about the spoken word performances given by Henry Rollins, or Jello Biafra or Terrence McKenna- or a thousand other people- because they will crack your laminate of societal posturing. Big Brother doesn’t want you to know about Bill Hicks, because Brother Bill will provide you with the courage and impetus to spit in Big Brother’s face. The internet is but one facet of our mass-marketed popular culture, and everyone is plugged into it. If you’re reading this, you are a part of it, the internet, one large hive mind, a singular consciousness. And that can be a good thing, but too often, people let themselves slip into it, into this world, to the point where they are no longer able to differentiate between what they think, what they know, and what is thrust upon them. They have no access to their own point of view, or their own spiritual consciousness, for lack of a better way to phrase it. So, to answer your question, in a lengthy and circuitous fashion, I would say that disgust with intellectual sloth, puerile voyeurism and dissent are the primary proponents in my work.

The most important characteristic of content marketing today is not quality or quantity. It’s insight. And that is the differentiator lacking almost everywhere.

When positioning a brand, aggressively avoid becoming a "me too" by assertively being a "who else?

But I was doing a bit of cleaning when you rang—the studio gets filthy—and the dust must have confused my powers of differentiation.

supply chain was and still is the silent enabler behind great companies, world economies, and successful communities. It

Today, it is focused on not just building chains but also on the design of agile networks.

Supply chain leaders manage complex systems with complex processes with increasing complexity. Leaders

Time is money. If we could take one day of transit time out of the supply chain, we could free up $1 billion in cash. Unfortunately, we cannot.

Nobody cares about you, your brand, or your company. You're irrelevant...until proven otherwise.

But differentiation loses its meaning when the features and functionality have exceeded what the market demands.

In a nutshell, Blue Ocean Strategy is about creating completely new industries through fundamental differentiation as opposed to competing in existing industries by tweaking established models. Rather than outdoing competitors in terms of traditional performance metrics, Kim and Mauborgne advocate creating new, uncontested market space through what the authors call value innovation.

The term supply chain is not new. It is fundamental to military strategy. It was the difference between winning and losing in the Napoleonic wars and the Battle of the Bulge in World War II. The

Having a Grand Slam offer makes it almost impossible to lose. But why? What gives it such an impact? In short, having a Grand Slam Offer helps with all three of the requirements for growth: getting more customers, getting them to pay more, and getting them to do so more times. How? It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter) A commodity, as I define it, is a product available from many places. For that reason, it’s prone to purchases based on “price” instead of “value.” If all products are “equal,” then the cheapest one is the most valuable by default. In other words, if a prospect compares your product to another and thinks “these are pretty much the same, I’ll buy the cheaper one,” then they commoditized you. How embarrassing! But

Execution is the single greatest market differentiator. Great companies and successful individuals execute better than their competition. The barrier standing between you and the life you are capable of living is a lack of consistent execution.

It follows from Schopenhauer’s analysis that evert genuine work of art must have its origin in direct perception; that is to say it does not originate in concepts, and concepts are not what it communicates. This is what more than anything else differentiates good art from bad, or more accurately authentic from inauthentic art. The latter often originates in a desire on the part of the artist to meet some demand external to himself – to win approval, say, or be in the fashion, or supply a market – or else to put over a message of some sort. Such an artist starts by trying to thin what it would be a good idea to do – in other words, the starting point of the process for him is something that exists in terms of concepts. The inevitable result is dead art, of whatever kind, whether imitative, academic, commercial, didactic or fashion-conscious. It may be successful in its day because it meets the demands of its day, but once that day is over it has no inner life of its own with which to outlive it.

A third path that a business can follow—an offshoot of our two main strategies—is pursuing a highly targeted market and focusing its resources on serving that tight segment, whether through cost leadership or differentiation. This is the focus strategy.

The “quality revolution” in the latter half of the 20th century has taken us to a point where all products that reach a supermarket shelf work. The competitive differentiators of the future will be products which are the most innovative, even though they may not be the best

Is my product compelling to our target customer? Have we made this product as easy to use as humanly possible? Will this product succeed against the competition? Not today’s competition, but the competition that will be in the market when we ship? Do I know customers who will really buy this product? Not the product I wish we were going to build, but what we’re really going to build? Is my product truly differentiated? Can I explain the differentiation to a company executive in two minutes? To a smart customer in one minute? To an industry analyst in 30 seconds?

How does Kiran Mazumdar-Shaw choose one idea over another? She asks herself seven questions. Do I have a basic understanding of the area? Do I know something about what is happening in the larger space of that idea? How will I build differentiation, particularly if the idea is a common product? How do I make it affordable and at the same time, deliver high value? Wherever there is a collaborator involved in the ideation process, how do I create larger leverage through the relationship beyond just that one idea? Do I know upfront who will be a paying customer and how I will go about marketing my idea? Finally, do I have conviction about the idea?

It is conventionally believed that companies can either create greater value to customers at a higher cost or create reasonable value at a lower cost. Here strategy is seen as making a choice between differentiation and low cost.21 In contrast, those that seek to create blue oceans pursue differentiation and low cost simultaneously.

Nothing pushes down Mexican labor costs—increasing the differential—like a drug war raging throughout the country. In fact, the more violent the war, the lower Mexican labor costs, and so the greater the Mexican/American differential and the more attractive Mexico becomes to foreign direct investment seeking an advantage in the American market.

Product considerations in Luxury marketing   Ultra luxury products are differentiated from ordinary products through unique aesthetics. An explanation of the quality is best described through omission of words followed by physical evidence and presentation. The brand’s identity should be easily confirmed through a unique sensory experience. A visit

Publishers and advertisers can't differentiate between the types of impressions an ad does on a site. A perusing reader is no better than an accidental reader. An article that provides worthwhile advice is no more valuable than one instantly forgotten. So long as the page loads and the ads are seen, both sides are fulfilling their purpose. A click is a click.

It is rather pointless to go head to head with strong and entrenched competition. But numerous opportunities can be found in the marketplace for a company to maximize its unique qualities, differentiate its products and services, and go after a specific market segment where its competitors are weak and where you can develop superiority, where you can win battles.

As shown in figure 2-2, to break the trade-off between differentiation and low cost and to create a new value curve, there are four key questions to challenge an industry’s strategic logic and business model: Which of the factors that the industry takes for granted should be eliminated? Which factors should be reduced well below the industry’s standard? Which factors should be raised well above the industry’s standard? Which factors should be created that the industry has never offered?

Quite often, the discussion of purpose in an organizational setting is diluted by groupthink, as most people don’t feel comfortable giving their honest opinion, especially when doing so could impact their employment or financial status. Therefore, organizations must work to find ways to create safe environments for honest sharing and empower key stakeholders to make decisions that aren’t always popular—because to do something truly special, you must be as honest, defined, and differentiated as possible.

With our desire to have more, we find ourselves spending more and more time and energy to manage and maintain everything we have. We try so hard to do this that the things that were supposed to help us end up ruling us. We eventually get used to the new state where our wishes have been fulfilled. We start taking those things for granted and there comes a time when we start getting tired of what we have. We're desperate to convey our own worth, our own value to others. We use objects to tell people just how valuable we are. The objects that are supposed to represent our qualities become our qualities themselves. There are more things to gain from eliminating excess than you might imagine: time, space, freedom and energy. When people say something is impossible, they have already decided that they don't want to do it. Differentiate between things you want and things you need. Leave your unused space empty. These open areas are incredibly useful. They bring us a sense of freedom and keep our minds open to the more important things in life. Memories are wonderful but you won't have room to develop if your attachment to the past is too strong. It's better to cut some of those ties so you can focus on what's important today. Don't get creative when you are trying to discard things. There's no need to stock up. An item chosen with passion represents perfection to us. Things we just happen to pick up, however, are easy candidates for disposal or replacement. As long as we stick to owning things that we really love, we aren't likely to want more. Our homes aren't museum, they don't need collections. When you aren't sure that you really want to part with something, try stowing it away for a while. Larger furniture items with bold colors will in time trigger visual fatigue and then boredom. Discarding things can be wasteful. But the guilt that keeps you from minimizing is the true waste. The real waste is the psychological damage that you accrue from hanging on to things you don't use or need. We find our originality when we own less. When you think about it, it's experience that builds our unique characteristics, not material objects. I've lowered my bar for happiness simply by switching to a tenugui. When even a regular bath towel can make you happy, you'll be able to find happiness almost everywhere. For the minimalist, the objective isn't to reduce, it's to eliminate distractions so they can focus on the things that are truly important. Minimalism is just the beginning. It's a tool. Once you've gone ahead and minimized, it's time to find out what those important things are. Minimalism is built around the idea that there's nothing that you're lacking. You'll spend less time being pushed around by something that you think may be missing. The qualities I look for in the things that I buy are: - the item has a minimalistic kind of shape and is easy to clean - it's color isn't too loud - I'll be able to use it for a long time - it has a simple structure - it's lightweight and compact - it has multiple uses A relaxed moment is not without meaning, it's an important time for reflection. It wasn't the fallen leaves that the lady had been tidying up, it was her own laziness that she had been sweeping away. We are what we repeatedly do. Excellence, then, is not an act but a habit. With daily cleaning, the reward may be the sense of accomplishment and calmness we feel afterward. Cleaning your house is like polishing yourself. Simply by living an organized life, you'll be more invigorated, more confident and like yourself better. Having parted with the bulk of my belongings, I feel true contentment with my day-to-day life. The very act of living brings me joy. When you become a minimalist, you free yourself from all the materialist messages that surround us. All the creative marketing and annoying ads no longer have an effect on you.

To understand how commodity money emerges, we return in more detail to the easy money trap we first introduced in Chapter 1, and begin by differentiating between a good's market demand (demand for consuming or holding the good for its own sake) and its monetary demand (demand for a good as a medium of exchange and store of value). Any time a person chooses a good as a store of value, she is effectively increasing the demand for it beyond the regular market demand, which will cause its price to rise. For example, market demand for copper in its various industrial uses is around 20 million tons per year, at a price of around $5,000 per ton, and a total market valued around $100 billion. Imagine a billionaire deciding he would like to store $10 billion of his wealth in copper. As his bankers run around trying to buy 10% of annual global copper production, they would inevitably cause the price of copper to increase. Initially, this sounds like a vindication of the billionaire's monetary strategy: the asset he decided to buy has already appreciated before he has even completed his purchase. Surely, he reasons, this appreciation will cause more people to buy more copper as a store of value, bringing the price up even more. But even if more people join him in monetizing copper, our hypothetical copper-obsessed billionaire is in trouble. The rising price makes copper a lucrative business for workers and capital across the world. The quantity of copper under the earth is beyond our ability to even measure, let alone extract through mining, so practically speaking, the only binding restraint on how much copper can be produced is how much labor and capital is dedicated to the job.

Service is an intangible set of benefits, created by a series of activities. Over the last decade in the IT industry, the distinction between “products” and “services” is blurred, as products are positioned as services, and services are packaged as products. To blur the distinction between products and services is more of a marketing strategy and does not constitute real differentiation. Not only will the sales and pricing strategy between products and services greatly differ, but so will the management approach. Solution is not service, either.

Stephen Dewar, vice president of operations, cofounded WhalePower with Frank Fish, Bill Bateman and Phil Watts. I've known Stephen for several years and have watched with interest the challenges faced by the company since it was incorporated. I recently asked him if he had advice for aspiring biomimicry entrepreneurs. His number one message: Have a clear vision of why you're taking on your project and where you want to go. Then, like nature, be flexible and adaptable. his staff even made T-shirts that quote one of his favorite sayings: "For every vision, there is an equal and opposite revision." Second: Do your homework. Be deeply interested in the science, so you can clearly differentiate what's not just a good biomimetic idea but one for which there is a strong market demand.

Our current world I submit that we currently live in a climax stage.21 We have a political model that is based on leading in the popular polls--a model where barely differentiated political leaders pretend to be different by steering voters away from important issues and onto subjects that, albeit emotional, are of little consequence to most people--a model where the election is won by the person with the best marketing, and where consistency and integrity are irrelevant. We have an economic model that is based on pulling resources out of the ground and mostly turning them into unnecessary products, getting people to buy the products by convincing them that they need them, then getting them to throw the products away because they're obsolete. This makes people buy the next model and bury the other one in the ground. The sole goal of this seemingly pointless exercise is to work faster and grow the gross domestic product, which measures the resource churn. We live in a world where the money necessary for our way of life comes out of a slit in the wall as long as we keep showing up for work, yet only experts understand the fiat-based money/credit system. We live in a world where food can be heated in a microwave oven at the touch of a button, yet only experts understand how this works. This goes for most of the other technology we use. All we know is that if we press this or that button, things magically happen. We are aware of large-scale problems, but most of us believe that we can't do anything about them. Instead, we believe in a mythical They who will find a solution, just like They have provided all this wonderful technology we surround ourselves with. We may be more technologically advanced as a group, and correctly but myopically hold up technology as our one indicator of "progress,"22 but in terms of individual understanding we have not come far, and once again live according to old concepts. In fact, we might have turned a full cycle from the last climax stage: The Dark Ages.

I once had a foreign exchange trader who worked for me who was an unabashed chartist. He truly believed that all the information you needed was reflected in the past history of a currency. Now it's true there can be less to consider in trading currencies than individual equities, since at least for developed country currencies it's typically not necessary to pore over their financial statements every quarter. And in my experience, currencies do exhibit sustainable trends more reliably than, say, bonds or commodities. Imbalances caused by, for example, interest rate differentials that favor one currency over another (by making it more profitable to invest in the higher-yielding one) can persist for years. Of course, another appeal of charting can be that it provides a convenient excuse to avoid having to analyze financial statements or other fundamental data. Technical analysts take their work seriously and apply themselves to it diligently, but it's also possible for a part-time technician to do his market analysis in ten minutes over coffee and a bagel. This can create the false illusion of being a very efficient worker. The FX trader I mentioned was quite happy to engage in an experiment whereby he did the trades recommended by our in-house market technician. Both shared the same commitment to charts as an under-appreciated path to market success, a belief clearly at odds with the in-house technician's avoidance of trading any actual positions so as to provide empirical proof of his insights with trading profits. When challenged, he invariably countered that managing trading positions would challenge his objectivity, as if holding a losing position would induce him to continue recommending it in spite of the chart's contrary insight. But then, why hold a losing position if it's not what the chart said? I always found debating such tortured logic a brief but entertaining use of time when lining up to get lunch in the trader's cafeteria. To the surprise of my FX trader if not to me, the technical analysis trading account was unprofitable. In explaining the result, my Kool-Aid drinking trader even accepted partial responsibility for at times misinterpreting the very information he was analyzing. It was along the lines of that he ought to have recognized the type of pattern that was evolving but stupidly interpreted the wrong shape. It was almost as if the results were not the result of the faulty religion but of the less than completely faithful practice of one of its adherents. So what use to a profit-oriented trading room is a fully committed chartist who can't be trusted even to follow the charts? At this stage I must confess that we had found ourselves in this position as a last-ditch effort on my part to salvage some profitability out of a trader I'd hired who had to this point been consistently losing money. His own market views expressed in the form of trading positions had been singularly unprofitable, so all that remained was to see how he did with somebody else's views. The experiment wasn't just intended to provide a “live ammunition” record of our in-house technician's market insights, it was my last best effort to prove that my recent hiring decision hadn't been a bad one. Sadly, his failure confirmed my earlier one and I had to fire him. All was not lost though, because he was able to transfer his unsuccessful experience as a proprietary trader into a new business advising clients on their hedge fund investments.

but with complementary skills and know-how for the core team (absolutely the founders) make certain to climb the ladder on the appropriate wall as you’re starting out—that is, identifying and targeting the right growing market add lots of value to your clients/customers through your product and services differentiate clearly what you do in comparison to your competitors, all the while remembering whom you and your team serve keep innovating Furthermore, if you are entrepreneurial, you need to craft and implement a strong marketing and distribution strategy, be a

In 2001, my co-workers at PayPal and I would often get lunch on Castro Street in Mountain View. We had our pick of restaurants, starting with obvious categories like Indian, sushi, and burgers. There were more options once we settled on a type: North Indian or South Indian, cheaper or fancier, and so on. In contrast to the competitive local restaurant market, PayPal was at that time the only email-based payments company in the world. We employed fewer people than the restaurants on Castro Street did, but our business was much more valuable than all of those restaurants combined. Starting a new South Indian restaurant is a really hard way to make money. If you lose sight of competitive reality and focus on trivial differentiating factors—maybe you think your naan is superior because of your great-grandmother’s recipe—your business is unlikely to survive.

Differential factor. When you strategically develop your value-based résumé, you will define the differential factor. The differential factor represents highly valuable skills, qualifications, and other employment assets that set you apart from other qualified candidates, that make you STAND OUT. Oftentimes, the differential factor is what tips the hiring scale in your favor! For instance, if you have an industry-wide reputation, your reputation might be the differential factor. If you are a black belt in Six Sigma, that may constitute the differential factor. A number of years ago, I coached a chief financial officer who worked for a legendary golf professional. Having worked for a famous golf professional was the differential factor because many hiring managers found it unique and intriguing to interview (and hire) someone who worked for a celebrity. Perhaps you are bilingual; this may represent the differential factor. When you identify the differential factor, you’ll provide your job campaign with a distinct advantage in landing a job quickly in the toughest of job markets.

For example, suppose you are seeking a job as a retail manager. You might bring added value by being fluent in English, Spanish, and French. Being trilingual may not be part of the job description but can be a valuable asset when working with diverse employees and customers who speak Spanish and French. This Value-Added message may tip the scale in your favor. Possibly you are seeking a job as a fifth grade teacher. If you are an expert in computers and computer programming, these skills may not be part of the job description but might be perceived as having high value to an academic institution. If you are an expert electrician, but you are also highly skilled in sales, this added value of contributing to new business development efforts might be the differentiator, the added skill that will help you land a job quickly in tough markets.

Why, however, would there be three disciplines to study the present but only one to study the past? Because the dominant liberal ideology of the nineteenth century insisted that modernity was defined by the differentiation of three social spheres: the market, the state, and the civil society. The three spheres operated, it was asserted, according to different logics, and it was good to keep them separated from each other—in social life and therefore in intellectual life. They needed to be studied in different ways, appropriate to each sphere—the market by economists, the state by political scientists, and the civil society by sociologists.

The key to sustained and profitable growth is to find a repeatable formula that utilizes the most powerful and differentiated strengths in your core and applies them to a series of new "adjacent" markets.

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.

Your brand exists to differentiate. “Same crap, different day” won’t do it. A day that goes by without breaking some sacred branding rule is a day a brand has lost to rise above the status quo. By breaking those rules with insight, intelligent and innovation, your brand can get heard in a world that’s simply too busy to listen.

Thanks to time differentials and good telephone service, the world money market, unlike stock exchanges, race tracks, and gambling casinos, practically never closes. London opens an hour after the Continent (or did until February 1968, when Britain adopted Continental time), New York five (now six) hours after that, San Francisco three hours after that, and then Tokyo gets under way about the time San Francisco closes. Only a need for sleep or a lack of money need halt the operations of a really hopelessly addicted plunger anywhere.

The analogy between infertile heterosexuals and same-sex couples misses the point. The extension of marriage to infertile heterosexual couples serves not to deprecate same-sex couples, but to preserve the equal status of women in marriage. A test for fertility would be unfair to women because all women spend most of their adult lives in a state of infertility. Fertile women are infertile most days of a month, and postmenopausal women are always infertile. A fertility requirement would also render women susceptible to enormous abuse by men, providing a ready excuse for men who would trade in older women for nubile brides. The status of women in marriage would be intolerably diminished through this practice. Infertility is less common among men, as they can sire children into old age. Moreover, men, like women, typically do not discover that they are infertile until they attempt to sire children, at which time they ought already to be married. A measure that serves primarily to protect women and to preserve their equal status within the institution of marriage is not a measure that is an appropriate basis by which to judge that the same should go for same-sex couples. One of the great challenges men and women face in marriage is in coming to terms with their differences while respecting the status of the other as an equal. Acceptance of infertility is a measure promoting this end. A measure to accommodate the reality of sex-based difference in marriage is no reason to extend marriage to same-sex couples. Moreover, accommodation for infertility in no way diminishes the reality that the inequality of the parent-child relationship is what differentiates marriage from other contractual relationships. It is the parent-child relation, as it emerges from sexual difference and procreation, which elevates marriage above a mere contract, and renders it a sacred duty.

In societies like ours sex truly represents a second system of differentiation, completely independent of money; and as a system of differentiation it functions mercilessly. The effects of these two systems are, furthermore, strictly equivalent. Just like unrestrained economic liberalism produces phenomena of absolute pauperization. Some men make love every day; others five of six times in their life, or never. Some make love with dozens of women; others with none. It's what's known as 'the law of the market.

A common mistaken conclusion made by companies is they think ‘people are cheap’ and want only the best price. That’s only true if you’re only giving them the same dismal choices with no differentiation and thus no value. That is the exact point when consumers start to look at price.

No amount of marketing will change an experience.” —Brian Solis Customer experience is everything that happens when people encounter your brand. And whether it’s online or offline, you get to design it. Most people don’t put money on the table and hope that they hate the results of their choice. They actually want to fall in love with you and your brand. It’s your job to give them a reason to. The feeling your customer leaves with, as she walks out the door or clicks away from your website, is your best opportunity to differentiate your brand. Commodities are just stuff with a fixed value—until they’re not. The brands you love and talk about are not the ones that competed on price or features. They are the ones that changed how it felt to buy a cup of coffee, slip on a pair of shoes, or open a laptop in a café.

If your business model is unknown – that is, just a set of untested hypotheses — you are a startup searching for a repeatable business model. Once your business model (market, customers, features, channels, pricing, Get/Keep/Grow strategy, etc.) is known, you will be executing it. Search versus execution is what differentiates a new venture from an existing business unit.

Over the past thirty years the orthodox view that the maximisation of shareholder value would lead to the strongest economic performance has come to dominate business theory and practice, in the US and UK in particular.42 But for most of capitalism’s history, and in many other countries, firms have not been organised primarily as vehicles for the short-term profit maximisation of footloose shareholders and the remuneration of their senior executives. Companies in Germany, Scandinavia and Japan, for example, are structured both in company law and corporate culture as institutions accountable to a wider set of stakeholders, including their employees, with long-term production and profitability their primary mission. They are equally capitalist, but their behaviour is different. Firms with this kind of model typically invest more in innovation than their counterparts focused on short-term shareholder value maximisation; their executives are paid smaller multiples of their average employees’ salaries; they tend to retain for investment a greater share of earnings relative to the payment of dividends; and their shares are held on average for longer by their owners. And the evidence suggests that while their short-term profitability may (in some cases) be lower, over the long term they tend to generate stronger growth.43 For public policy, this makes attention to corporate ownership, governance and managerial incentive structures a crucial field for the improvement of economic performance. In short, markets are not idealised abstractions, but concrete and differentiated outcomes arising from different circumstances.

What differentiates sellers today is their ability to bring fresh ideas.

Execution is the single greatest market differentiator. Great companies and successful individuals execute better than their competition. The barrier standing between you and the life you are capable of living is a lack of consistent execution. Effective execution will set you free. It is the path to accomplish the things you desire.

When your business looks and sounds like everyone else, you’re effectively at a cattle-call audition. Like 99 percent of the companies out there, you are failing to differentiate in a way that’s blatantly obvious to customers, which makes you a me-too commodity forced to compete on price when competition increases and/or demand ebbs.

More specifically the typical process steps are as follows: Hypothesis development: Innovation teams start with identifying the white space. They ask questions like “Where can we create and deliver differentiated value?” and “Which markets are underserved?

Isabella Di Fabio Website If you are designing a website and want more visitors, we recommend that you continue to explore tips that you can use when creating a website. If you have any tips for writing website content for your website or other types of content, please feel free to share them with us. Isabella Secret Story telling of Optimize a Website - This allows you to optimize your articles with the appropriate keywords that can attract visitors to your website. SEO best practices that help your readers find more great content by linking to specific words and phrases. So when you write content for your websites, use SEO best practices to help you improve your page rank and key keywords. If you follow the steps above, you can learn how to write web page content that will attract readers and search engines, generate revenue and ensure that your pages do everything they can to help you grow your business. These five steps give you a solid foundation on which to grow your website, no matter what type of website you create. Before you write a word about content for your websites, you know what content you are writing and How will it work for you? Isabella Di Fabio Be aware that your company owns the rights to all content on its website, including the content on your website. To be clear, your site is not protected by copyright, and you cannot copyright any of the contents of the site that includes the pages, images, videos, links, text, audio and video content of your site. You need to ask yourself how differentiating content should be, who created it, and how you know if it really makes a significant contribution to your website. Your website should generate content without trying to guess what might go down well in search engines. Feed the real interest in your topic from the readers of your website to the topic and control the traffic on this topic. Isabella Di Fabio Secret Story of Web Design - In other words, write content that answers questions, explain how you can do something for your readers, and provide the quality information you want. It's one thing to create content optimized for search engine bots, but it's another to write it in a way that makes Google search more valuable. Create content that users actually want to read and create it in the best possible quality. When you learn how to write content on your website, you want to consider all the ways you can encourage the reader to become active on the site.

Many developers and usability professionals still approach interface design by asking what the tasks are. Although this may get the job done, it won’t produce much more than an incremental improvement: It won’t provide a solution that differentiates your product in the market, and very often it won’t really satisfy the user.

The solution to fighting competition is to leave behind your competitors with the help of differentiation. The more you will be differentiated from others, the more it will become easier for your customers to pick you over others as well.

Men produce hundreds of millions of spermatozoa per day whereas women ovulate at most 400 times between the onset of menarche and the start of menopause. Hence, an ovum is astoundingly more precious than sperm. This inequality in the importance of the male and female gametes drives the differential behaviors of the two sexes. From the perspective of reproductive fitness, a male benefits from engaging in numerous mating dalliances (can impregnate many women with easily reproduced gametes) whereas in light of the dearth of ova women must be extremely judicious in their mating choices. Furthermore, whereas men’s contribution to parenting could be as small as a brief sexual encounter, women bear the costs of gestation and lactation, face the dangers of childbearing (associated with high mortality in the ancestral environment), and are exposed to increased environmental threats associated with reduced mobility when pregnant.

Another lesson from these examples: attacking markets that have weak, unpopular incumbents is infinitely easier than chasing strong, popular occupants. Customers do not easily part with products that do the job for them. They have enough on their plate already. You need massive, not marginal differentiation, or they will simply filter you out as noise.

Design—that is, utility enhanced by significance—has become an essential aptitude for personal fulfillment and professional success for at least three reasons. First, thanks to rising prosperity and advancing technology, good design is now more accessible than ever, which allows more people to partake in its pleasures and become connoisseurs of what was once specialized knowledge. Second, in an age of material abundance, design has become crucial for most modern businesses—as a means of differentiation and as a way to create new markets. Third, as more people develop a design sensibility, we’ll increasingly be able to deploy design for its ultimate purpose: changing the world.

A new awareness of the integral role that social networks play in long-distance migration goes beyond traditional ‘rational-choice and decision-making models’ drawn from classical economics that content themselves with explaining migration as the outcome of a ‘cost-benefit analysis of the most favorable destination.’ According to recent theory, something more than the push and pull of differential labor markets, hunger, or the search for religious freedom sends people into long-distance emigration. Voluntary migrations do not depend merely on autonomous individuals weighing the costs and benefits of uprooting themselves. Rather, social networks and relationships bind uprooted people on to another like the links in a chain. ‘Chain migration’ is sustained from within, and indeed ‘can become self-perpetuating,’ as ‘each act of migration itself creates the social structure needed to sustain’ further migration. News of another’s good fortune in a distance place, information about unforeseen opportunities, invitations to follow in another’s migratory footsteps, or a familial obligation to do so—the long reach of social relations such as these are the incentive that draws people into exile in other lands and accounts for the enormous scale of some systems of international migration.

Most of my career has been spent selling “plans of action and programmes of collaboration,” whether to Rexall to start up Pronto Markets; or Bank of America to buy out Pronto; or landlords; or vendors, many of whom have been very skeptical of, if not outright hostile to, my plans; and above all to my employees. If you want to know what differentiates me from most managers, that’s it. From the beginning, thanks to Ortega y Gasset, I’ve been aware of the need to sell everybody.

Core” is what creates differentiation in the marketplace and wins customers. “Context” consists of everything else—things like finance, sales, and marketing. No matter how well you do it or how many resources you put into context, it does not create a competitive advantage. Every company does it. According to Moore: Core is what companies invest their time and resources in that their competitors do not. Core is what allows a business to make more money and/or more margin, and make people more attracted to a business than to its competitors. Core gives a business bargaining power: it is what customers want and cannot get from anyone else.26

If wine experts don’t use these things and can’t reliably differentiate between a Clos Pegase Merlot and a Cannonball Merlot, it seems likely that professional wine descriptions will continue to proliferate bullshit. Aside from reading the descriptions, people often assume that the quality of a wine is positively correlated with its price.6 This is why marketers only need to make a wine sound expensive. Like many commodities, wine is a Veblen good. Veblen goods are luxury goods whose prices do not follow the typical laws of supply and demand. They are in demand because they are expensive.

What’s interesting is that this doesn’t mean that these brands are necessarily “better” or “worse” than other offerings in the market. It does, however, mean that they are differentiated—differentiated in a way that allows them to cultivate a different relationship with their customers, differentiated in a way that allows them to stand apart from the herd.

Good stories: 1. Connect us to our purpose and vision for our career or business. 2. Allow us to celebrate our strengths by remembering how we got from there to here. 3. Deepen our understanding of our unique value and what differentiates us in the marketplace. 4. Reinforce our core values. 5. Help us to act in alignment and make value-based decisions. 6. Encourage us to respond to customers instead of react to the marketplace. 7. Attract customers who want to support businesses that reflect or represent their values. 8. Build brand loyalty and give customers a story to tell. 9. Attract the kind of like-minded employees we want. 10. Help us to stay motivated and continue to do work we’re proud of.

The purpose of branding is to create an image that differentiates and/or establishes the product and/or company from other similar entities.

While a 'cure' for HIV would, in effect, decrease Gilead's market share, PrEP not only allows for the capture of those who are HIV+ but has transformed all those who are not into consumers - market saturation as a way of life. Because of PrEP's prohibitive cost, many of those most impacted by HIV, namely young Black, Indigenous, and/or Latinx trans women and MSM as well as IV drug users, have limited, if any, access. The ongoing legacies of colonial medical disinformation swirls with transphobic epidemiology and the homicidal stigmatization of IV drug use that results in the uninterruption of the pandemic for some, while the end of AIDS is habitually proclaimed for others. In a lethal irony, it is the logic of the patent - the argument that innovation is only spurred by the security of private property - that replicates the virus and its differential death. Put plainly, the HIV cells of those taken without their informed consent or compensation, housed in the NIH reagent bank and also laboring in publicly funded labs that produced PrEP, are withheld from the same populations, and perhaps the same people from whom they were initially extracted. The theft of their viral labor helped grow Gilead's incalculable wealth, which includes $36.2 billion in earnings off Truvada alone.

market. I want to leave you with some key takeaways: Any product can be positioned in multiple markets. Your product is not doomed to languish in a market where nobody understands how awesome it is. Great positioning rarely comes by default. If you want to succeed, you have to determine the best way to position your product. Deliberate, try, fail, test and try again. Understanding what your best customers see as true alternatives to your solution will lead you to your differentiators. Position yourself in a market that makes your strengths obvious to the folks you want to sell to. Use trends to make your product more interesting to customers right now, but be very cautious. Don’t layer on a trend just for the sake of being trendy—it’s better to be successful and boring, rather than fashionable and bewildering. Knowing how to do something is not the same as understanding how to teach someone else how to do it. As leaders, we often become very good at doing things that we have a very hard time explaining to the teams that work with us. This book is my attempt to codify and teach one of the most complicated processes I’ve learned to do in my career. I sincerely hope it offers you a shortcut to better position your products to succeed.

Prove value first; Prove value always.

one of the things we’re concerned about is the quest for infinite growth (an unavoidable feature of capitalism) on a finite planet. With that imperative, the biosphere is now subsumed under the economy. This has to be reversed. That is, the biosphere is now seen in strictly utilitarian terms to be simply a storehouse of resources, and/or a receptacle for waste. Also under capitalist compulsion, people now serve the economy, rather than the other way around. Development should be about people, not about objects. Development, often seen as synonymous with progress, is equated with growth, measured as GNP or GDP, sometimes per capita. This must be challenged, and we need differential criteria and different metrics for what constitutes development and progress. Right now these are equated. Development doesn’t necessarily require growth, development has no limits, growth has limits or should. And this is clearly referring back to the growth/de-growth debate that we read about. All of this is underlain by issues of what constitutes happiness, satisfaction, and quality of life. What do these actually essential elements of life actually depend on? At the moment, under our current capitalist system, and its associated common sense, these aspects are measured by the acquisition of more and more things. But we don’t go readily into this mindset, we have to actually be induced or seduced. Global advertising spending in 2014 was $488.48 billion and is projected to grow to $757.44 billion by 2021. So, think about the enormous effort, the enormous, strenuous, and continuous effort to persuade people that things that they merely want are really things that they must have, that they need. And this is the business of marketing and advertising. And as Noam pointed out previously, this completely distorts the notion of the so-called free market in which rational people make rational choices based on real needs.

The Del Aria Team has mastered navigating this highly competitive and ever-changing market. Our industry experience and unsurpassed commitment to excellence differentiate us from other agents and make us your best bet to quickly and easily sell your home or help you purchase a new one. Put our talent to work for you. We welcome the opportunity to guide you through the buying and selling journey. In the end, Real Estate is about helping people, and that's what we love to do!

However, a very large component of what is meant by works for our business is that there is a real market there (large enough to sustain a business), we can successfully differentiate from the many competitors out there, we can cost‐effectively

Then there are the trading markets, which trade 24/7, 365 days a year. These global and eternally open markets also differentiate cryptoassets from the other assets discussed herein.

I’ve seen many small businesses completely misunderstand their marketplace because they didn’t want to believe that their products or services were missing the mark, or they didn’t want to make the necessary investments for course corrections, or they simply didn’t offer the innovation or differentiation that they thought they did.

Don’t let a disdain for competition lull you into thinking that you aren’t battling for heart, mind, and market share. You compete with players you’ve never met and don’t know anything about.

In a competitive job market, employer branding can be the differentiating factor that attracts top talent.

or surprise illnesses. Yes, there is competition for this product from less complete datasets, but market share will grow as more people become aware of it. An initial PR push might help to get the ball rolling on links that will help search visibility, but eventually, there will be branded search, too, as users look for this most complete dataset. Non-branded queries will consist of all illnesses combined with a cost or price keyword. As the product grows, there could be iterations that incorporate more things beyond price, but at least from the outset, you have validated that there’s lots of demand. Zooming in on this product, there are many aspects that make it an ideal Product-Led SEO strategy. It is programmatic and scalable, creates something new, and addresses untapped search demand. Additionally, and most importantly, there is a direct path to a paying telehealth user. Users can access the data without being a current customer, but the cost differential between telehealth (when appropriate) versus in-person will lead some users down a discovery journey that ends with a conversion. A user who might never have considered telehealth might be drawn to the cost savings in reduced transportation and waiting times that they would never have known about had they not seen your content. Making a Decision Now, as the telehealth executive, you have two competing product ideas to choose from. While you can eventually do both, you can only do one at a time, as I suggested earlier. You will take both of these product ideas and spec out all the requirements. The conditions library might require buying a medical repository and licensing many stock photos, while the cost directory is built on open-source datasets.

percent return, but international stocks returned 187 percent. The very fact that the returns differentials could be this large between U.S. and international stocks shows that you don’t get enough international exposure by just buying U.S. stocks. Faulty argument #2: One should overweight international stocks, because most of the world’s economic growth will come from overseas. I certainly agree with this argument, but that does not translate into international stocks outpacing U.S. stocks. That’s because it’s not exactly a secret that countries like China and India are growing faster than the United States, and this knowledge is already priced into the market. This is the same phenomenon as Google being priced at much higher multiples than Ford, because we know Google has better economic prospects. Remember that beaten-up value stocks tend to make better investments than the star growth stocks. The same may be true in that the fastest-

Active investors have a number of options available to them. First, they can decide to make their portfolio more aggressive or more defensive than the index, either on a permanent basis or in an attempt at market timing. If investors choose aggressiveness, for example, they can increase their portfolios’ market sensitivity by overweighting those stocks in the index that typically fluctuate more than the rest, or by utilizing leverage. Doing these things will increase the “systematic” riskiness of a portfolio, its beta. (However, theory says that while this may increase a portfolio’s return, the return differential will be fully explained by the increase in systematic risk borne. Thus doing these things won’t improve the portfolio’s risk-adjusted return.)

Active investors have a number of options available to them. First, they can decide to make their portfolio more aggressive or more defensive than the index, either on a permanent basis or in an attempt at market timing. If investors choose aggressiveness, for example, they can increase their portfolios’ market sensitivity by overweighting those stocks in the index that typically fluctuate more than the rest, or by utilizing leverage. Doing these things will increase the “systematic” riskiness of a portfolio, its beta. (However, theory says that while this may increase a portfolio’s return, the return differential will be fully explained by the increase in systematic risk borne. Thus doing these things won’t improve the portfolio’s risk-adjusted return.) Second, investors can decide to deviate from the index in order to exploit their stock-picking ability—buying more of some stocks in the index, underweighting or excluding others, and adding some stocks that aren’t part of the index. In doing so they will alter the exposure of their portfolios to specific events that occur at individual companies, and thus to price movements that affect only certain stocks, not the whole index. As the composition of their portfolios diverges from the index for “nonsystematic” (we might say “idiosyncratic”) reasons, their return will deviate as well. In the long run, however, unless the investors have superior insight, these deviations will cancel out, and their risk-adjusted performance will converge with that of the index.

It is sometimes argued that the biologically determined differential success rates of men and women are unjust since, had women been treated fairly over the milennia, the market would have evolved to reward female talents as much as it now rewards male talents. Trying to substantiate a conditional this counterfactual is like trying to determine whether Julius Caesar would have used atomic weapons had they been available 2,000 years ago.

Building mental availability requires distinctiveness and clear branding, while brands seldom compete on meaningful differentiation.

One way to make yourself less vulnerable to copycats is to build a moat around your business. How Can I Build a Moat? As you scale your company, you need to think about how to proactively defend against competition. The more success you have, the more your competitors will grab their battering ram and start storming the castle. In medieval times, you’d dig a moat to keep enemy armies from getting anywhere near your castle. In business, you think about your economic moat. The idea of an economic moat was popularized by the business magnate and investor Warren Buffett. It refers to a company’s distinct advantage over its competitors, which allows it to protect its market share and profitability. This is hugely important in a competitive space because it’s easy to become commoditized if you don’t have some type of differentiation. In SaaS, I’ve seen four types of moats. Integrations (Network Effect) Network effect is when the value of a product or service increases because of the number of users in the network. A network of one telephone isn’t useful. Add a second telephone, and you can call each other. But add a hundred telephones, and the network is suddenly quite valuable. Network effects are fantastic moats. Think about eBay or Craigs-list, which have huge amounts of sellers and buyers already on their platforms. It’s difficult to compete with them because everyone’s already there. In SaaS—particularly in bootstrapped SaaS companies—the network effect moat comes not from users, but integrations. Zapier is the prototypical example of this. It’s a juggernaut, and not only because it’s integrated with over 3,000 apps. It has widened its moat with nonpublic API integrations, meaning that if you want to compete with it, you have to go to that other company and get their internal development team to build an API for you. That’s a huge hill to climb if you want to launch a Zapier competitor. Every integration a customer activates in your product, especially if it puts more of their data into your database, is another reason for them not to switch to a competitor. A Strong Brand When we talk about your brand, we’re not talking about your color scheme or logo. Your brand is your reputation—it’s what people say about your company when you’re not around.

The better the products, services and experiences a company is able to offer its customers, the more it can drive demand for those products, services and experiences. And there is no better way to compete in a market economy than by creating more demand and having greater control over the supply—which all boils down to the will of those who work for us. Better products, services and experiences are usually the result of the employees who invented, innovated or supplied them. As soon as people are put second on the priority list, differentiation gives way to commoditization. And when that happens, innovation declines and the pressure to compete on things like price, and other short-term strategies, goes up.

However, advent of the network and the internet changed everything. Today IT is hardly about computing or writing code. Information technology today is about growing the business, marketing, relationship management, communications, recruiting, intellectual capital, and most importantly -- business differentiation. This new environment has made IT a revenue engine and a mission critical function.

me, an inefficient market is one that is marked by at least one (and probably, as a result, by all) of the following characteristics: • Market prices are often wrong. Because access to information and the analysis thereof are highly imperfect, market prices are often far above or far below intrinsic values. • The risk-adjusted return on one asset class can be far out of line with those of other asset classes. Because assets are often valued at other-than-fair prices, an asset class can deliver a risk-adjusted return that is significantly too high (a free lunch) or too low relative to other asset classes. • Some investors can consistently outperform others. Because of the existence of (a) significant misvaluations and (b) differences among participants in terms of skill, insight and information access, it is possible for misvaluations to be identified and profited from with regularity. This last point is very important in terms of what it does and does not mean. Inefficient markets do not necessarily give their participants generous returns. Rather, it’s my view that they provide the raw material—mispricings—that can allow some people to win and others to lose on the basis of differential skill.

Effective branding strategies differentiate a school from its competitors, fostering loyalty among existing students, staff, and parents while attracting new ones.

When it came to understanding a product on the technical level and then turning that detailed information into key marketing and sales messages by defining a unique selling proposition and differentiation from competition, I was suddenly enjoying my daily work more than ever before.

Clear and persuasive copywriting. Classic, heartfelt storytelling that speaks to people’s everyday problems. A strong and well-communicated differentiator, so I stand out from the competition. An email list I control and regularly provide value to. Informative, insightful content that delivers value upfront while also moving people toward a sale. Long-term relationships that will continue to bear fruit for years. Authentic testimonials that help people see themselves in what I’m offering.

By applying the four actions of eliminating, reducing, raising, and creating, they differentiate their profiles from the industry’s average profile.

I visualized opening accounts as planting acorns in the hope of getting a crop of oak trees. Only these were strange acorns. They could lie dormant for months or years, perhaps forever; but once in a while, at random, a mighty tree of money would explode out of the ground. Was this “farm” worth operating? Our hundreds of accounts took capital away from other investments. Paid low interest rates on our passbooks and certificates of deposit (CDs), we sacrificed an expected 10 to 15 percent differential to maintain our accounts. We also had expenses and the so-called opportunity cost. Fortunately, Judy McCoy in my office managed the project competently and efficiently. The harvest from our crop of S&L accounts sometimes netted a million dollars in a year. The game has slowly wound down over the last two decades. Mutual S&Ls have converted, leaving fewer opportunities. The gain has also diminished because more people have opened accounts, thus spreading the profits among more players. Investors also have posted larger balances in CDs, savings accounts, and checking accounts in the hope of being allocated more shares in a future conversion. Tying up more capital increases the cost to stay in the game. Our profits have been dwindling. Currently we’re keeping our old accounts but are spending less effort in trying to open new ones. Even so, a quarter of a century after we began opening accounts, 2014 was a good year.