Blog
This blog is about strategy and collaborative innovation.
Because I’m interested in helping team-size groups do a better job of thinking together (i.e., collaborating), many of the posts are about the related topics of cognition, conversation, and collective intelligence.
Enjoy!
Differentiation: The difference that makes a difference
You should have a differentiation strategy. Differentiation is about being different in a way that causes customers to prefer you to your competitors. You can be different by doing something unique, doing something uniquely well, or both. But the difference must provide customer-perceived value.
What is value?
Customer-perceived value is summarized by the equation Value = Benefits - Costs. But we can “cheat” our way to the simpler equation Value = Benefits. It’s much easier to think about a benefit proposition than a value proposition.