Professionals often underestimate their ability to differentiate themselves from their peers in creative ways that go beyond services offered, target market or location.
As I write this, I'm comfortably seated on VIA Rail, using the complementary WIFI.
That's all pretty nice, don't get me wrong.
But the number one reason I love traveling by train is predictability. I love seeing the words 'ON TIME' light up the departure board (or 'A L'HEURE', en français for this trip back to Toronto from Montreal!).
If you're running out of ideas as to how to differentiate your professional services, take a lesson from VIA. They flipped predictability on its head and turned it into... the new interesting!
Think about it. You may already be doing that special something that, if properly harnessed, could become your powerful differentiator.
Related articles: Every Successful Marketing Campaign Has One and The Risky Business of Marketing Your Point of Difference.
erivcPresident, Bekhor Management
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