Difference is where value starts

It does not matter if you are launching a new product, seeking growth in a market in which you already compete, or if you are looking for a job.  Your success in any of these endeavors is going to rely upon the perceived value that you create.  Your perceived value is going to be broken down into one of two groups. 

In the first group, everyone is the same.  This is the group that you want to avoid.  The first group consists of those who compete for jobs that pay the absolute minimum, because there is nothing an employer can see which differentiates any of the applicants.  In this group, you have companies charging the lowest possible price for a product because there is no difference between them and their competition.  In this group you have companies launching new products and services at prices that do not support their bottom line.

Members of the second group differentiate themselves from their competition.  The second group is the group that you want to be.  Job applicants accept offers for positions with salaries that reflect the value they bring to a company.  Companies charge prices that reflect the value of a product or a service that is higher than the competition, and the demand exceeds that of any competitor.

You cannot move into the second group without the ability to differentiate between yourself and the competition.  If you are saying and doing all the same things your competition is saying and doing, there is nothing different in the eyes of your customer between you and everybody else.  Stay out of the race to be just like everyone.

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