The issue of differentiation has come up a lot recently for all of the obvious reasons. Everyone is in search of it, only a cherished few truly find it, and an even smaller number of THOSE lucky devils actually got there on purpose. Some companies differentiate on product features, some differentiate on brand, some on price and on and on. Anyway, you have read the books, you don’t need me to recite first year marketing pabulum.
I am in the B2B services industry, where differentiation is a commodity in and of itself. While not impossible, finding true differentiation might be pretty close to it. But the question I am grappling with is more fundamental. In the end, does it really matter? And further, is there anything or anyone representing true differentiation out there anymore?
This is heresy of course, so my working hypothesis is that it does, but maybe not in the ways we are trained to believe.
I will examine this issue periodically through the lens of my industry, which has significantly different issues than a consumer products company. But at the same time its dominated by the likes of IBM, Accenture, and Wipro ,companies who have significant cache and a differentiated brand.
So what do you think? Read anything interesting recently that could add to the discussion? Add your comment here.
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