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

Harvard Business

The heart of differentiation therefore is your company’s ability to develop and promote distinctive products, services, and branded experiences on a consistent basis. Back in the 1980s, a company could set itself apart through scale, being the largest company in a category provided leverage over costs, back office processes, distribution, and marketing effectiveness. Consider, for example, the way many credit cards are marketed.

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