Differentiation: It's not "a thing", It's "the Thing"
A primer on differentiation and its relationship to innovation.
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Summary
Differentiation is crucial to winning in the market by offering unique characteristics.
It can be functional (unique product features) or nonfunctional (brand, customer support).
Nonfunctional differentiation is often more sustainable than functional differentiation.
Innovation does not always lead to successful differentiation.
Overemphasis on innovation can be counterproductive if it doesn’t create value.
Differentiation must be actively managed and aligned with go-to-market strategies.
Aligning product teams and sales on differentiation is key to success.
Market demands should drive differentiation, focusing on what customers value most.