19 April 2010
You can’t turn a corner these days without bumping into a marketing consultant banging on about the importance of a Unique Selling Proposition (USP) and differentiation. I’ve written on the topic before – and in my view, for most service businesses it’s actually far more important to focus on creating compelling client value than it [...]
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26 September 2008
It’s really important to think about your competitors when developing strategy and trying to develop a unique differentiated position for your products and services. But when you’re selling – actually communicating with customers – thinking about your competitors, or even your differentiators, can be a huge mistake. What customers are primarily interested in, of course, [...]
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