What makes a differentiator real vs fake?
A real one is something a competitor can't just say tomorrow.
- 1.Fake differentiators are claims
- 2.Real ones cost something to copy
- 3.The test: could your closest competitor put your differentiator on their homepage tomorrow, without changing…
- 4.Second test: does it cost you something?
Fake differentiators are claims. Quality, service, passion, we care more, we're customer-focused, we're a partner not a vendor. Every single competitor can put those on their site by lunchtime, and most already have.
Real ones cost something to copy. How you're structured. Who you're built for and who you refuse. Something you know because of where you've been. A process you actually run. Something you're willing to guarantee that they aren't.
The test: could your closest competitor put your differentiator on their homepage tomorrow, without changing anything about their business? If yes, it's not a differentiator, it's a sentence.
Second test: does it cost you something? Real positioning turns some customers away. If yours doesn't turn anybody away, you haven't taken a position.