Use the EMU approach to avoid being an Ostrich.
At capioIT we see so many vendor (and many buy side corporate overviews) slides that highlight a unique competitive or market differentiation point. The problem is that everyone has the same points.
- Great Execution
- Investment in innovative solutions
- Customer Alignment and Intimacy
On too many occasions to count every vendor’s differentiation points are all the same. If your competition articulates the same or similar differentiation points YOU ARE NOT DIFFERENTIATED. SIMPLE.
Frankly when I see these slides I do one of two things depending on how I feel.
- Completely glaze over and check Facebook for a photo of a cat or someone’s lunch.
- Go into “attack” mode
Vendors and competitive/marketing analysts need to look at differentiation through the EMU approach
E – Explicit – Ensure differentiation points are explicit, focused and clear.
M – Measurable – The differentiation point must be tangible and able to be measured. Do not look consider your firm’s differentiation to be your opinion, rather make it a quantifiable undisputed fact.
U – Unique – Make the differentiation point your own. It has to be part of you and not readily repeatable. This is regardless whether or not the point of differentiation is a product or a process.
So next time you have a slide with your unique differentiation points highlighted, don’t act like an Ostrich, use EMU and stop any smart listener from being forced to look at cat photos on Facebook. PLEASE.
If you require further information, please contact Phil Hassey, Founder capioIT. capioIT is an advisory firm focused on helping organisations to understand emerging technology in emerging markets. Phil may be contacted by email below,