7 Differentiators Buyers Don't Care About


Even my 9 year old likes to hear that he’s different and that we love him the best out of anyone. However, in business that difference is hard to achieve. Here’s how I know…In preparation for a training I’m doing on Differentiating Marketing Messages, I pre-surveyed a dozen CEOs about what they considered to be… continue reading »

Variety Isn't A Differentiator


I bet you thought you were clever and that having variety in your offering was a huge differentiator. Not so…Consumers and businesses are drowning in too many choices when they’re buying something. The famous paradox of choice that I talked about in a previous post mentions several key pieces of research. Several well-known studies show that increasing… continue reading »

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