Differentiation
Also: Competitive Differentiation
What makes your product meaningfully different from the alternatives, in ways the buyer actually cares about.
Why it matters
Differentiation is what gives a buyer a reason to choose you over the option they already know. Without it, you compete on price and lose to incumbents and inertia. Real differentiation is both true and relevant, a difference that matters to the decision, not just a difference.
What good looks like
Test differentiation two ways: is it true, and does the buyer care? A point that is unique but irrelevant wins nothing, and a point that matters but everyone shares is table stakes. The sweet spot is true, relevant, and hard to copy.
Related terms
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