Most marketers – and even salespeople – dread being asked the question of what makes them different. The reality is that it’s likely too late already if someone is asking you that. I learned pretty early on in my career how tough it can be to identify what makes your organization different, and then find a way to articulate them meaningfully and express them to others.
It’s something that many businesses have a lot of trouble with. I’d be lying if I told you that I myself had completely overcome this problem.
Salespeople tend to react to the question by listing off some quick bullet points they feel make them – and their organization – sound unique compared to the competition. So, why is that hard to do? Would doing that even work?