Generating Growth for Your Technology Company without a Truly Distinct Differentiator November 20, 2012, by Peter Mirus, Chris Pelicano in Information Technology, Branding, Marketing

All differentiators have to be demonstrated. Some may be articulated first and demonstrated afterwards, creating emotional and intellectual resonance immediately through articulation and later confirming and deepening that resonance through demonstration. Others may be demonstrated first and articulated later, in which case typically the emotional resonance is created through the demonstration and the intellectual resonance by means of the articulation.

In industries where it is difficult to find differentiators of true distinction (including areas of information technology), common differentiators may be perceived as trite or cliché when articulated—simply because all (or most) competitors make similar claims.

In such cases, true self-discipline is required by a company that wants to grow, because it must focus consistently on excellence in the small details—and hence become known as the company that does common things uncommonly well. This is THE true differentiator, particularly in commodity laden industries, because the world is long on talk and short on the self-discipline necessary to consistently demonstrate how the clichés (complete with the usual superlatives) are actually true in some instances.

The task of demonstrating how common things can be done uncommonly well might not be glamorous, but it is an authentic and reliable path to achieving clear differentiation in the minds of discerning audiences, and achieving the business growth that you seek.