Chapter | One

Develop Your Differentiation Strategy

Progress is measured by the degree of differentiation within a society. —Herbert Read

This chapter outlines reasons why a client or prospect should do business with you (instead of anyone else). It will help you define your Unique Value Proposition. You have read about and been asked about your differentiation. You have thought about it, perhaps even written something down intending to define it, and perhaps awkwardly discussed it with clients, saying something to try to distinguish yourself and your services. The fact is, it is not easy to truly develop a clear and concise answer to the question, “Why should I do business with you instead of anyone else?” Perhaps only some clients or prospects ...

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