Orangeville, ON (My Corner Office) In a world of copycats, it pays to be an original. It’s usually the creator of a novel concept who gets the most mileage from it. Innovative entrepreneurs often become market leaders while competitors keep doing things the same old way until forced to change. Differentiate or die.

Challenging the way we do things can lead to creative new options that reward you with a windfall of profits.

Differentiate your business and you attract attention. It’s new, different – even revolutionary – and it’s what generates excitement and creates a stir in the market. You would draw few new customers  — if you were doing the same thing, the same way as everyone else.

Putting an effective new spin on your business should be done with the needs and desires of your customers and prospects in mind. Differentiate from their point of view.

What changes can you implement that would make customers say “Wow!”?

Think in terms of what people want. Essentially, they want better, faster and more convenient service. They want to be entertained. They want to solve problems with less effort. They want instant gratification. They want respect and to be treated as VIP’s (which customers are). They want to do business with companies that care about them, their environment, and the world at large. Differentiate in a way that appeals to these desires.

Look at every facet of your business and compare the way you do things to the way competitor does. Are you operating similarly? How might you do things differently? What changes could you make in that area that your customers would truly appreciate and value?

Re-invent your business operations and marketing materials as though you were the customer. Design everything from the customer’s point of view. Take “tradition” and turn it upside down. Recast your business. Make it more user-friendly and benefit-oriented. Blaze a fresh trail… even if it means re-inventing your entire industry.

Inspect your business and industry. what do we consider “standard practice”? How might business be done differently? How could you change things in a way that creates interest, desire, curiosity, and more sales?