Differentiating Strategic Markers

“Stop trying to do everything!”

• else there is always someone better and more experienced
• it’s easier to explain your work
• clients and employees know what to contact you for
• industry, client size, service, deliverable, an objective goal
• only add offerings that feed into your current services or clients
• make it concise and easy to explain

Price

Gong = expensive vs. Fathom = cheap

Product

Adobe CC = single-player vs. Figma = multi-player

Distribution

Webex = top-down sales vs. Zoom = product-lead acquisition

Segmentation

Calendly = bookings lots of meetings vs. you can book me = international meetings