So how can you differentiate your service or product from the thundering herd? Better stated, how can you create a clear competitive advantage that makes choosing your offering over the others an easy decision?
Michael Porter, acclaimed Harvard strategist, describes a competitive advantage as something about a product or service that is perceived as different or better by the customer. At least, your offering seems different or better enough to make the purchase decision a bit easier. This also helps justify spending an extra dollar or two for this perceived value.
Personalization may be the key for making your offering different from the competition and for increasing your value to your buyers. This personalization could be your competitive advantage.
Increasingly, people want what they want when they want it and no more than that. Why not give it to them?
John Bradley Jackson
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