“Differentiate or Die!” Great title for a book. Sound objective in practice, too. Here’s the big question: what’s your referent? What exactly do you want to be different from and where are you looking for your benchmark?
On purpose, I ask small business owners this specific question, “How are you different?” I say, on purpose, because I purposely keep the question short, leaving it wide open for their own interpretation. You probably already know how every single answer begins. (Want me to give you a minute to think about it? Okay…ready?)