The dream of just about every enlightened professional is to be so different and sought-after that there are few credible alternatives and minimal competition in a distinctive niche - one carved out to fit like a glove.
That dream is reality for a privileged few. It's a far-fetched rainbow-chase for most because they lack the tenacity or commitment (or both) to do what it takes to turn dream into reality.
Differentiation means having the courage not to follow the pack. A current example: "we are a full service commercial law firm". It's hardly a differentiation strategy.
More like a sentence to undifferentiated middle-of-the-pack status for most.
Many professionals proffer, as differentiation statements, what are, "sameness" statements.
To attempt to stand out with claims like these is to relegate oneself and one's practice to the "hard to distinguish from all the others" category.
Ill-informed professional service differentiators include claims of:
- long-established
- caring for clients
- [non-specific] better service
- cost-effectiveness
- friendliness and courtesy
- skilled and experienced staff.
There are lots more. Just grab a handful of professional practice profiles and do a "global search and replace" - most firm profiles would readily fit another. Sadly, almost any other.
If you're determined to be different, think through what you do which is substantially different from most or all the alternatives.
Here's a list to get you started:
- markets or industries you serve
- geographies on which you focus
- categories, characteristics, or scale of clients you serve
- special or unusual services or work processes you offer
- unique characteristics of your personnel or culture
- special needs or problems on which you focus your efforts
- price - structure or quantum - at which you offer your service.
Put your answers to the test: do they really make you different ?
If you're determined to be different - and to profit from distinctiveness - be tough with yourself in working out what sets you apart and don't settle for the anonymity and pressures of middle-pack.
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