Differentiation

Differentiation means your offering wins the way you want it to win. Winning the way you want to win has two parts. First, you are distinct. This means your customer thinks your offering stands out from your competition. Second, you are distinct in a way that is in alignment with your value proposition. This means your value proposition works the way that you want it to work. If you don’t win the way you want to win your success is just luck.