If you’re struggling to find a way to make your product or service stand out, maybe it’s time to stop being so rational.
To be seen as the better choice, the only choice, you need to do things differently.
This week, Mark is joined by the legendary Mark Levy. A mastermind in differentiation and branding, he’s worked with leaders, strategists and teams in organizations from Amazon and Google to American Express and Proctor & Gamble. We dive into his revolutionary five-step process for standing out, including how to mix the rational and emotional into a powerhouse of branding and sales strategies.
Here are some of the topics they discuss in this episode:
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Why the rational only stays one or two percentage points to the right or left of what already exists
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How major entrepreneurs operate by a logic that would never be okayed by a committee
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To be a leader, you have to do something different than other people are doing
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Why effective differentiation is not just about being different but being relevant and valuable to the target audience.
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Why the way to differentiate might not be as sophisticated as you think
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Do you know what your sacred cows are?
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Why you may need to get a little uncomfortable if you want to stand out
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Why it's not just about the idea but also the ability, urgency, and vision to actualize it
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Why you need to talk about it, get people excited and show how it can help in their lives
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How finding your differentiation can start by just listing the facts about your business
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How trying to find the right answer can shut down our ability to think in interesting ways
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