Trout & Partners - Global Leaders in Strategic Positioning

Trout & Partners

Global Leaders in Strategic Positioning

4 STEPS TO
DIFFERENTIATION

THE CONTEXT

Arguments are never made in a vaccum. There are always competitors
trying to make points of their own. — Your message has to make sense
in the context of the category.

THE DIFFERENTIATING IDEA

You are looking for something that separates you from your competitors. —
The trick is to find that difference and then use it to set up a benefit for your customer.

THE CREDENTIALS

To build a logical argument for your difference, you must have the credentials
to support your claim of being different — You must be able to demonstrate
your difference.

COMMUNICATING DIFFERENCE

If you build a differentiated product, the world will not automatically beat
a path to your door. Truth will not win without some help — Every Aspect
of your communication should reflect your difference.

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