Here's a question every owner should be able to answer in one clear sentence: why should someone choose you over the cheaper or bigger competitor? If the honest answer is a vague "we're better" or "we care more" — well, every competitor says exactly that. Without a real point of difference, you're left competing on price, which is a race nobody healthy wins.
Differentiation isn't a slogan. It's something true and specific that matters to your customer: a niche you own, an experience nobody else delivers, expertise that's genuinely rare, a guarantee others won't make. The clearer it is, the less you have to discount — because customers who want that specific thing aren't shopping on price.
If you're not sure what yours is, your customers can often tell you (see the issue on asking them). The thing they rave about, the reason they picked you, the bit they'd miss if you vanished — that's the seed of your differentiation.
Find it, sharpen it, and build everything around it. Vague businesses compete on price. Clear ones don't have to.
Finding and building on your real difference is a key part of the Grow course.
Free first step: the free Business Stage Assessment.
Annie
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