It’s the holy grail of business. Numerous books have been written on the subject. Owners and executives pursue it with reckless abandon. And marketing agencies get rich by making sound difficult and complex. It’s one of the most common questions that I get asked, and it drives me crazy every time I hear it. “How can we differentiate our [fill in the noun]?” Here’s the bottom line, differentiation is a result, not a means. Yes, if you look at the overwhelming majority of successful companies you...
