In Australia we have 60 automotive brands and 95 banks competing for market share. There are 400 sporting codes, 500 organisations provide super, there are 60,000 charities fighting for donations, and don’t even try to count the number of tech platforms chasing users..

Every category is overloaded with competition, which makes growth hard to find and talent hard to attract.

The organisations, products and services that are winning have found a differentiated positioning that captures what they do best and what their primary customers care about most.

This has given them a clear space in the market, a differentiated value proposition, and an energy that glows from the inside out. Their executive, sales and marketing teams have something unique to stand behind, it shapes the experience their customers get, and shareholders can feel it too.

Singapore Airlines found their difference in ‘service’, IKEA in ‘affordable design’, and Federal Express promised ‘dependability’. These businesses defined their point of differentiation and chased down the customers to whom that promise mattered more.

This level of clarity about what makes you the better choice than the alternatives for your customers makes all the difference in the world.

So, don’t get lost in the crowd by relying on the same generic promises as everyone else. The world is too competitive for that. Work with us to find your difference and build a positioning that unites your team and makes customers choose you more often.