Don’t Offer More—Offer Different
One day in 2005, the top two stories in THE WALL STREET JOURNAL were: 1) “The U.S. economy appears to have lost steam,” and 2) “Apple’s profit surges more than sixfold.” The message was crystal clear to any CEO who happened to glance at the headlines that day: To succeed in a competitive business climate, you have to innovate. Apple’s philosophy of “Think different” may turn out to be the mantra for 21st century business.
Differentiation, the art of standing out from the competition, is not front-page news. What IS front-page news, in a world of extreme clutter, is that you need more than differentiation. You need RADICAL differentiation.
The new rule: When everybody zigs, zag. Traditional differentiation is an ...
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