The ballad of the undifferentiated product
By Francis Moran
I’ve been doing a lot of work with clients lately on refining their messaging and marketplace differentiation. It has always been clear to me that this is not a trivial thing. Unless you can carve out a unique value proposition for your offering, and communicate that proposition in an arresting and compelling fashion, you’re dead in the water. What I am increasingly coming to understand, however, is how courageous companies need to be in doing so.
Okay, maybe courageous is going too far; courage, after all, is reserved for heroes. Maybe daring is a better word. Here’s what I mean.
