For quite some time, the word differentiation has been driving me crazy. Similar to the term "brand," the term "differentiation" is a result that has been turned into a mean by marketing consultants seeking to create revenue streams. It has become a verb - "I want to differentiate my offering." It has become a value judgment - "We are more differentiated than our competitors." It has become a battle cry - "Differentiate or Die!" The reality is twofold: a) we are by definition different, and b)...
