Differentiation by Personalization

How do you stand out from the thundering herd of competitors? Put another way, how can you create a clear competitive advantage that makes choosing your product or service the easy and obvious decision?

Harvard strategist Michael Porter defines competitive advantage as the qualities that make a product or service appear different or better in the eyes of the customer. That perception of difference, real or imagined, tips the scales, making the purchase decision easier and even justifying a higher price.

One of the most powerful ways to achieve this is through personalization. By tailoring your offering to the specific needs, preferences, or timing of each customer, you create value that competitors can’t easily match. Personalization becomes your advantage.

Today’s buyers increasingly want exactly what they want, when they want it—nothing more, nothing less. If you can deliver on that promise, you’re not just selling a product or service. You’re delivering relevance. And relevance is what keeps customers coming back.

John Bradley "JJ" Jackson

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