I Saw No Differentiation
Although I am not a big fan of mindless television, I sometimes find myself channel surfing. I recently paused on a show titled “Shark Tank.” Optimistic entrepreneurs plead their case in front of four potential investors in hope of gaining interest in the form of cash in return for a percentage of ownership.
One fellow approached the panel and suggested that his new idea would (could) compete with FedEx. Politely but with expeditious disagreement, this fellow was dismissed, sans monetary contributions. He thought he offered something different, but what he was really doing was saying, “me too.”
The “send-off” phrase that caught my attention, and made me think of you, was the following: “I don’t see any real differentiation. You don’t have a tightly focused positioning statement that clearly infers that I would be better off using you.” I agreed. I saw no differentiating factor worth investing in.
The same send-off phrase can easily pertain to you and your business. You need to spend more effort identifying your true competitive edge. You need to arrive at a positioning statement that makes your audience say, ”I get it. I want to work with these people.”
Pretend that soon you will be a contestant on a televised game show soliciting funds from unknown interested investors. What would you tell them in order to capture their attention? What would you say to position you and your company as something different, special, new, refreshing, and one that was worth backing?
Sound simple? Sound easy? Sound oversimplified? Then start crafting your proposition at once. Answer this question: “Why should I do business with you?”
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