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If many businesses perform
the same tasks, offer the same services at similar prices, how does one
become a leader and the other not? They create differences to create the
position as the industry leader or the best family-style restaurant in
town or the most reliable and convenient dry cleaning business.
Think of Colgate and Crest
toothpaste. Essentially they are the same product and they perform the
same functions—-preventing cavities and cleaning teeth. Yet Crest is the
number one toothpaste. Why? Because it decided to position itself as the
choice most dentists recommend.
Have you given thought to
what it is your business does? Consider why you started your business.
What did you want to do? Were you hoping to create a better product than
what was readily available? Were you interested in creating a family
business? What is it about your business that current customers keep
coming back for?
Answering these questions can
help you create the differences that will set your business apart.
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