Hi – welcome to another Marketing Q&A Video.

One of the questions I get asked the most often is “how can I stand out from the crowd?” or “how can I differentiate myself?”.

No doubt you've read lots of articles about creating a clear USP (most probably quoting Dominos as an example despite the fact that Dominos “delivery in 30 minutes or your money back” USP ceased to be effective decades ago).

The truth is, it's darned difficult for high value product and service businesses to create compelling differentiation with our competitors in a simple statement on our website or in an elevator pitch. And it's also often misguided.

In this video I show you how to use the “2-step differentiation” process to stand out from your competitors in a different way – one that's much easier to achieve for most of us; and much more effective too.