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What makes a differentiator defensible vs claimed?

Efri · 1 min read
In short
  1. 1
    Defensible is specific, provable, valued, and hard to copy.
  2. 2
    Claimed is vague, unproven, and easy for anyone to say.
  3. 3
    Test: if a competitor can say it tomorrow, it's claimed, not defensible.
Full answer
Defensible
Claimed
"We install in 48 hours." You can prove it. Customers care. Hard to copy because of process and people.
"We're fast." Anyone can say it. No proof. No specifics.
"Every account has a former Google ads lead." Competitors can't match it.
"We're experts." Means nothing. Unprovable.
"Our software works offline." Competitors can't say it.
"Best-in-class." A slogan. Not a fact.

Test: Ask a customer why they chose you. If their answer matches your claim, it's defensible. If they shrug, it's claimed.