Another observation from last week’s startup conference: the continuing importance of differentiation … *especially* in any difficult economic conditions.
- Several startups seemed to be similar to existing services/products (or even others at the conference). They didn’t answer the question “how is this different?” Or “why should I invest in (or buy) this compared to others?”
- Service providers for startups were also attending. At least 3 that approached me were providing contract development services. I asked all 3 the same question: “what makes your services distinct or different from what others provide?” The answers? Essentially the *same* … meaning no differentiation.
Have you established sufficient differentiation for yourself or your business?
It’s hard (speaking from experience 😉 but critical to getting and keeping income (if a job) or revenue (if a business) …
There are lots of resources out there if you want to DIY it. One of the best general references (still) is Perry Marshall’s book 80/20 Sales and Marketing (https://amzn.to/3A3ACkf).
If you need help sorting through options or to attend an upcoming free brain trust to hone your differentiation, let me know.
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