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Your Whole Company Needs to Be Distinctive, Not Just Your Product

Harvard Business

Ever since the idea of strategy came to the business world in the early 1960s, the goal of differentiation has been paramount. As business strategists, we see endless amounts of writing about how to achieve differentiation. The problem starts with the way many business people think about differentiation. The heart of differentiation therefore is your company’s ability to develop and promote distinctive products, services, and branded experiences on a consistent basis.

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