Differentiation Strategy (and the Sea of Sameness)
Differentiation is about standing out from the noise and giving people a reason to choose you over others. You’d think companies would be all about that.
Curiously, not so much. In fact, it’s the opposite—the world has a massive sameness problem. Sameness is the default for most companies today.
Let me tell you why that is, and how you can differentiate.
Sameness is the combined effect of companies being too similar in their offers, poorly differentiated in their branding, and indistinct in their communication.
The language they use is vanilla, the product/service they offer like any other, and the marketing message is identical to that of their competition.
If you visit websites of competing companies, you’ll find that most offer no meaningful differentiation. They say pretty much the same things.
Most state their value proposition as if they were the only company doing what they’re doing.