Differentiation

Main Hero

Definition

What you do better or differently that customers value and rivals cannot copy easily.

Advanced

A defensible advantage based on capabilities, model, or outcomes that matter to the buyer. Validated in the market and expressed in offers and service levels.

Why it matters

Raises willingness to pay and win rate and reduces price-driven competition.

Use cases

  • Offer design
  • Proposal framing
  • Category positioning

Metrics

  • Win rate versus top competitors
  • Price realisation

Issues

  • Generic or unvalued claims
  • Advantages that are easy to copy

Example

Guaranteed 24-hour website changes with automatic credit if breached and public uptime reporting.