Differentiation Means Never Standing Still


I was listening to a James Altucher podcast yesterday where he was talking about his book, Choose Yourself

In this episode, James talked about the idea of writing down 10 ideas a day which is pretty smart. Because for all too many people, we feel like we have an idea, it is precious, and we have to hide it and protect it because it is so beautiful.

The truth is that being creative is a process.

My friend, Allan Gannett, wrote a great book called, The Creative Curve.

Allen’s hypothesis is that creativity is a skill that can be learned and nurtured. Which is also James’s belief as well.

Which is also mirrored by Brian Tracy in his book, Goals.

And, if you haven’t guessed by now, is also something I believe as well.

I bring all of this up because differentiation is really about creativity and growth as well.

What does growth really mean?

Never standing still.

Never standing still in the context of bridging “The Differentiation Gap” for your business means that you are always looking to create more value and grow your knowledge, your insight, and your ability to add value to your clients.

In Anthony Iannarino’s new book, Eat Their Lunch, Anthony writes a lot about Level 4 Value. Anthony defines that as the level of value where you are a trusted advisor and offering a strategic point of view.

Which is where all of us should be working to get to.

It doesn’t mean we can’t have great products and services, we should, but it means that we have reached a point where we have clearly differentiated ourselves from the rest of our competition.

Or, we’ve created a space for ourselves where we are number one in our client’s minds.

It isn’t easy work.

It is difficult.

Because you are always going to have to keep moving, keep learning, and keep creating value, but that is what “The Differentiation Gap” is all about. Building yourself up so that you are one of a kind, not one of the masses.

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