Leadership Benefits of Differentiation

Being different offers your business another unique attribute: leadership. That’s because if you’re the only one doing something, naturally, you’ll be the leader. And people are funny. While most won’t admit it, we tend to gravitate toward marketplace leaders. Most people choose to associate with the winners—perceived leaders in their respective categories—even if those products or services don’t necessarily represent best-in-class quality.

Differentiate, Jo to go vs. Starbucks Here’s a personal example. The market leader in gourmet coffee is undoubtedly Starbucks. Jo to Go, right down the street from my local Starbucks, makes a café mocha that’s every bit as good as Starbucks (quality) and sells it for about a buck a cup less (price leader). However when I want the “best” coffee, I bypass Jo to Go and travel a bit further to get my Starbucks fix. I’ll admit, it makes no sense, but it’s true. Our brains, with their limited storage of easily recallable attributes, will typically equate market leadership with quality.

Following that logic then, the leader is the leader because customers and prospects believe their products or services to be the best. Brands—whether consumer products, companies, or restaurants—don’t usually become a recognized leader because they perform to the highest level, rather, they’re perceived to have the best quality of offerings because they are the leader.

If you can find a differentiating attribute, you are indeed the leader…if you can articulate the argument that you deserve the honor of leadership in your marketspace, then by all means, plant your stake in the ground. Claim your leadership in your advertising, PR, and other communications. Use the leadership hook to your advantage.

Leadership (and its twin, perceived best-in-class quality), are the quickest ways into the prospect’s mind. “I must be getting the best (value, service, quality) because I chose the leader.”

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