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Tag Archives: differentiation

3 examples of niche marketing vs differentiation

The riches are in the niches. That’s a truism I often cover in great depth when I’m doing a keynote presentation for an industry group or business conference. I also discuss the importance of differentiation. Niche marketing and differentiation are closely related, but not the same, and to mistake one for the other can be […]

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With a Blue Ocean Strategy, it’s clear sailing ahead

“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford By bringing mass production to the manufacture of automobiles, Ford created a new market. I’m certain that if you think about it for a few moments, you can come up with other companies that have essentially created new markets […]

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‘Unexpected’ advice you can use to get the winning edge

A friend remembers working at home on his computer one day casually looking out his front window when he saw an elderly woman walking down the sidewalk, past his house, completely naked from head to toe. He called 911 and it turned out that his wasn’t the first call reporting the woman. That was 20 years […]

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What We Can Learn from Emoticons and Use in Our Marketing, Management

The popularity of emoticons and emojis is no accident. Further, Facebook’s desire to cash in on emojis is no accident either. All of these phenomena are testimony to the fact that we are hard-wired to be emotional beings. Let me ask you a simple question: Have you ever had an argument in your life and […]

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Stuck selling a commodity? Learn how this independent rose seller multiplied his margins

You could order online and send a dozen roses to someone you love for about $20. I just checked. So why would you – or anyone else – pay five to 10 times that much? Before we answer that question, let’s examine the florist industry and e-commerce. If you have been a student of e-commerce, […]

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What Is the barbell effect and how does It work?

Do you work out with free weights? If you do, where do you grab the barbells? In the middle, right? In business, as in barbells, it’s the middle that gets squeezed and this has given rise to the phenomenon known as “the barbell effect.” The idea is that businesses on either extreme in a given […]

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The secret to writing killer small business taglines

We devote a lot of space here presenting a wide range of marketing plans and sometimes they can be very involved and demand a lot of planning, careful execution, and even financial investment. However, when I reflect on my success, I have to give a lot of credit to four little words, my tagline: THE […]

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Small Business Strategy: 21 Ways to be a competitor, not an imitator

The academics who roam the halls of the Harvard Business School will tell you that there are really only two basic ways to compete in business: Price Product/service differentiation That’s probably true, but within each of those categories – and especially within the differentiation category – there are many variations or strategies you can use […]

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Just a Noticeable Difference — Define Your Uniqueness.

Peanut butter and jelly: Who would have ever thought about putting those two products together? One sticks to the roof of your mouth – while the other is sweet and squishy. Yet when combined with plain, white bread they become what is known as PB&J, and the result is explosive. The average American eats more […]

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