“Different” Isn’t Good Enough: You Have to Be UNIQUE

Don’t just take my word for it…

“Sustainable competitive advantage comes from being different.  What the strategic mind focuses on is:  ‘How can we, by limiting what we do, by not seeking to serve all customers, by not seeking to offer every product, by not seeking to enter every geography, how can we, by limiting ourselves, be unique?’  That is the essential strategic question.”

Michael E. Porter

“The goal of positioning…is to create a space inside of the target customer’s head called ‘best buy for this type of situation’ and to attain sole, undisputed occupancy of that space.”

Geoffrey Moore, Crossing the Chasm

“Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds.”

Philip Kotler, Marketing Management

One thought on ““Different” Isn’t Good Enough: You Have to Be UNIQUE

  1. Pingback: Who’s at Risk? | Be the Go-To, Not a Me-Too

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