Heard this great quote which all product, marketing, and sales people should remember:
"Different" does not mean you are "Better"
- but -
"Better" does mean you are "Different".
Product differentiation does not mean talking about every feature or function in your offering - or whether or not your competition has them. In fact, it may not have anything to do with being new or innovative. You simply leave the customer thinking "so what?" and believing that you do not understand his/her requirements.
You must be able to illustrate how you solve the customer's problem(s) in the most useful, suitable, or desirable manner.
"Different" is about features.
"Better" refers to benefits.
So prove that you are "better", not "different".
(Same philosophy loosely applies to dating, jobs, etc.)
Frank Lio is a Product Manager, Strategist, and Change Agent in the Hi-Tech industry. His growing track record of successes include creating 3 winning software products, leading nationwide seminars, and turning around a failing business unit. He is currently serving a dual role as Product Manager and Business Team Support Manager at Instron ITW.
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