What’s the big deal?

There are many challenges in marketing a company’s products and services. Generating leads. Making marketing more measurable. Understanding the complex decision-making roles. Developing the right business leads. Pre-qualifying leads that come from marketing activities.

But there is one core challenge that may be the biggest issue in marketing: Defining the core differentiator.  We see it over and over in the early stages of work with a company. Ask them how they are different and they stumble.

Apparently the challenge of defining your differentiator is ubiquitous.

In speaking to the members of Innovators Alliance on Wednesday evening, Ontario Minister of Economic Development and Trade, Sandra Pupatello, said the biggest problem she sees in Ontario business owners, is knowing how to really set the company’s products and services apart and how they are different.

As Pupatello put it: What the big deal about your product or service? Figure it out and solve perhaps the biggest challenge you’ll ever resolve.

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