DW's Blog
Not The Same Ole Grind
by webmaster — March 10, 2015
Differentiation is the essence of competition. I love the word differentiation. It’s a difficult word for me to spell and pronounce—the word inaudibly tumbles out of my mouth, often landing on deaf ears! But aside from poor enunciation skills and misunderstanding, differentiation is a very powerful business tool.
Everything can be and is differentiable, even such “commodities” as steel, cement, money, chemicals and well, ground beef. Success goes to those who differentiate themselves in ways that attract differentiably superior numbers of customers to themselves.
Though clothes may not make the man, they help make the sale. And if they do, the customer is buying something beyond the generic product that the salesman offers. That is what is meant by “differentiation.”
While positioning is about performing different activities from rivals or performing similar activities in different ways, differentiation then, arises from both the choice of activities and how they are performed. See “Activity Breeds Success.”
Adam’s Setting Your Ground Rules blog is an excellent example of differentiating both your store and your ground beef program. Your ground beef quality can attract new customers to your store. Insure product integrity, tell your product story with well-designed signs, offer tastings to sample the product, and promote, promote, promote!
A successful differentiation strategy is built on the uniqueness of your enterprise! Let the DW Green Co. assist you with your differentiation plan.
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