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The Complete Guide to Building and Growing a Talent Development Firm by Stephen L. Cohen

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5

DIFFERENTIATING YOUR OFFER FROM OTHERS

You need to understand the market, know how you can differentiate yourself in it, and grasp the price and the functional differentiation competitive points that are going to allow you to be disruptive.—Audrey MacLean

Most businesses can determine their focus—from their people to their strategies and ideas. But not nearly as many can figure out how and why they are different from other businesses. They struggle to identify their competitive advantage. This is especially true in the crowded and competitive talent development supplier industry in which there aren’t many barriers to entry, offerings look very much the same, and claims for effectiveness are often questionable. Differentiating your business ...

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