Point of Difference

One of the biggest challenges business owners and professionals face is how to differentiate themselves from competitors offering similar services. All too often, the answer is to yell louder – to spend more money getting their name out in the marketplace with the hope of building stronger brand awareness. A better answer is to be smarter. To focus on specific areas, segments or niches where you can achieve an advantage driven by experience, client concentration, or thought leadership. We refer to this competitive advantage as the Specific Edge. When you identify your Specific Edge, you also identify your point of differentiation.

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Procter and Gamble Takes Position on its Specific Edge

procter and gamble

For too long, generalists have ruled the roost in big name companies casting their nets far and wide. But now, with time and experience, even massive corporations are finally realizing the incredible power of specializing over generalizing. Consumer products behemoth Procter and Gamble, once with a finger in every pie from shampoos to pet foods, is both endorsing and confirming…

What Specific Edge Can Do For Your Business Strategy

If you understand the old saying “Jack of all trades, master of none” then you’ll understand what a Specific Edge can do for your company. A Specific Edge can help your business create a competitive advantage focusing on an area of expertise for a defined market segment instead of trying to appeal to a larger audience and blending in to…

Ticketfly: Taking on the Big Guys With Your Specific Edge

Entrepreneurs in any industry can see the power in having a Specific Edge. Chefs across the country have harnessed it, bringing together cultural cuisines from around the globe to create fascinating points of differentiation. The possibilities are endless in what a business can serve up: the point is to understand the market better than your competitors and to reach the…

What’s the Recipe for Your ‘Specific Edge?’

You may have noticed recently that people are using their mobile phones to snap photos of their food, or that dozens of culinary reality TV shows now play at primetime hours. Or maybe your favourite local restaurant is suddenly debuting fanciful new recipes when it used to serve only burgers and fries. The “foodie” revolution is on the rise, bringing…

Getting to the 5th Level: Anticipate to Better Your Business

A truly exceptional business does more than simply selling high volumes or putting out great ad campaigns. It graduates from the first four levels of marketing (produce, promote, sell and respond) to anticipate the market’s needs by employing a thorough understanding of their clients’ businesses, opportunities, goals and challenges. Often, this means a company will know their clients’ business better…