I’ve got this client who sells products which are a commodity.
Everyone can sell much the same thing.
So how does he differentiate himself?
I thought deeply about it…
And then I stumbled across a book by one of my favourite authors,
Mike Michalowicz, called the Toilet Paper Entrepreneur.
He talked about 3 points of differentiation:
Truth is, there was no way he could compete on the first 2.
But on the third, they can hit it out of the park.
In a big way.
How do I know this?
Simple – we have feedback from his clients about what they
And if we can guarantee against it, we have a huge advantage.
How about you…
Which one of the 3 can you differentiate on.
McDonalds focuses on convenience.
Mercedes focus on quality.
The Reject Shop focuses on price.
You can rarely do more than one really well.