When Differentiation Matters

Working out the right time to invest in this tricky part of the positioning process

Whenever I’m getting to know a new client, the word ‘differentiation’ comes up a lot. Understandably, every business feels a need to stand out from the competitive space it plays in.

And it’s undoubtedly a factor in consumer decision making. In saturated markets, there are deep, non-coincidental reasons why people buy one product over another. Whether it…