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Do they follow a specific process for example, to onboard or service new customers that is different and more effective than others in your space? Companies that can demonstrate a more effective way to service their customers often gain a competitive advantage and a compelling way to differentiate. Technical Expertise — This last one refers to domain knowledge, not necessarily technology although that too can be a differentiator under the right circumstances. It has elements of the People and Service Model examples above, but goes beyond them to the level of institutional knowledge.
It may, for example speak to the ability to address a specific concern — think of the mechanic who specializes in vintage cars — or deep-seated knowledge around a set of regulations. The breadth of expertise is just as important as the depth, as it will define the market you go after all cars, only vintage ones or just a specific make or model? A differentiated positioning is not the end of the game. Once you have it you have to maintain it, as your competitors will not be standing still. Think of the Dell example above.
After fighting the model for years, other PC manufacturers copied it or introduced their own enhanced models and Dell has struggled for years.
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Gourmet cakes and cupcakes are also no longer a novelty. With new shops opening in almost every town, and even some chain supermarkets getting into the game, the originals will need to keep finding new ways to differentiate to attract new customers.
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Share this post:. So what can a small to midsized growth company do to differentiate itself in the market? Some ideas include: Design — If you produce something physical, you may be able to differentiate based on a unique design aspect. One Last Thing A differentiated positioning is not the end of the game.
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The Merely Different Is Not Always Better, But the Better Is Always Different
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General as Walter P. Edit Storyline The leader of a band of protesters is killed while confronting the general of a foreign nation. Plot Keywords: reference to robert f. Language: English. Runtime: 51 min.