It is your job to provide leadership for discovering and identifying the dramatic difference for your business. This dramatic difference gets you noticed, remembered and acted on by customers. Customers are creatures of habit, and to change purchasing behavior, you must offer a meaningful and perceptible difference between your product or service and the status quo.
When you are unique, you stand out from the crowd in the marketplace. this uniqueness must be relevant to the customers needs. With customers, this dramatic difference is an evaluation criteria to evaluate your product or service. First, the customer evaluates whether or not you offer meaningful uniqueness versus their existing options. Second they will evaluate your pricing versus existing options.
Do not rely on asking customers what they want in order to find your dramatic difference. The customer will always regress to their existing experiences. It is up to us to give them the courage to be great and to take them to new places and open their imagination to what could be, not to simply relive what is already out there.
Dramatic differences must stem from the product or service itself. Dramatic differences are only related to the overt benefit the customer will receive or to the real reasons to believe in the benefit offering. It is through the use of unique reasons to believe, that you will enhance you marketplace difference.
