30. The Law of Differentiation

A product or service must have a competitive advantage or an area of excellence that enables it to stand out from its competitors in some way if it is to succeed in a competitive marketplace.

Your product or service must be unique, better, or even outstanding in some way if you are going to sell it in sufficient quantities to be successful. It cannot be a “me too” product. It has to have special strengths or qualities that make it different from any of the other products or services that compete with it or that can be used as a substitute for it.

The first corollary of the Law of Differentiation is The determination of a unique selling proposition (USP) is the starting point of all successful advertising and ...

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