What is the one thing that makes you different from your competition? Price? Service? Local versus corporate? Corporate versus local? Location? Name recognition? “Differentiation – the process of distinguishing a product or service from others, to make it more attractive to a particular target market." - If you don’t know, or are not sure, you have the powerful ability to separate yourself and solidify who your customer base is. There are two parts of this initiative: 1) Determining who you want to be. 2) Attracting the target segment you desire to serve. These go hand-in-hand in creating an effective differentiation. Before going too far, let’s be clear; not everyone is or should be, your
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