The way most businesses talk about their advantages is so boring. How many companies are “the best”, “faster”, “biggest”, “most trusted”, and so on? These vague adjectives that we use to describe our businesses are meaningless and boring to customers, and they give no good reason to actually prefer your brand over another.
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If you’d like to craft a better differentiator, one that may even affect what you do and how you do it, then ask yourself: Are any of your competitors doing the opposite of what you claim to be doing?
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