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The spectrum of differentiation: why customers choose vs why do they stay

Every week, I have conversations with both businesses and nonprofit organizations to discuss what truly makes them unique — their differentiator or point of difference. Through these discussions, I’ve realized that defining differentiation is a bit more complex. Simply identifying one point of difference and building a message around it can be challenging, because customers are all at different stages of the buying cycle. This creates a spectrum of reasons of why people choose to work and support a business/organization, and using one general message will not speak to everyone.