(Wildebeest picture Imagen 3/Google Gemini)
I recently interviewed for a full-time position with an identity/biometrics company.
The hiring manager and I agreed that differentiation is sorely lacking in the industry.
However, the company did NOT agree that I was the person to lead their firm’s product differentiation efforts.
But this, combined with the upcoming completion of a Bredemarket project later this week, provides an opportunity.
Their loss is your gain
Bredemarket can now help others in the identity/biometric industry, including the hiring firm’s direct competitors, with THEIR differentiation—in the same way Bredemarket has differentiated other companies.
So I am going to help SOME company differentiate itself from the me-too “trust us” crowd.
But how?
I won’t tell everything, but I will give away ONE of my secrets.
Which isn’t a secret.
My baby’s got a not-so-secret secret
As you probably know, I like to ask questions before starting a content, proposal, or analysis project. And the first of my questions is critical for differentiation.
Why?
No…that’s the question. Why?
The life experiences of founders are very different. After all, the reason Bill Gates got into the computer business is different than the reason Steve Jobs entered the business.
- What if Jobs had never studied calligraphy at Reed?
- What if Gates had studied calligraphy at Harvard?
The world would be very different.
Book ‘em, Danno
I’ve written about the why question. Here’s an excerpt:
“Before I can write a case study about how your Magnificent Gizmo cures bad breath, I need to understand WHY you’re in the good breath business in the first place. Did you have an unpleasant childhood experience? Were you abandoned at the altar? WHY did you care enough to create the Magnificent Gizmo in the first place?
“Once I (and you) agree on the why, everything else will flow from that, and your own end users will benefit in the process.”
Give me that origin story and I can differentiate you and your product. Whether it’s your breath gizmo or your identity verification solution, we now have a story that your foolish inferior competitors do not have.
THEY are just mere moneymakers.
YOU are the enlightened giving individual solving a problem that has bugged you for years, making the world a better place.
So tell your story…and differentiate yourself!
Bredemarket 