Section 1 - Instruction

In this unit, we'll uncover what truly sets you apart from your competition.

Most brands claim to offer "quality" or "great service" - but so does everyone else. Real differentiation goes deeper than these generic promises.

Engagement Message

Which brand comes to mind when you hear "quality" or "great service"?

Section 2 - Instruction

Here's the problem: saying you provide "quality" or "excellent customer service" doesn't differentiate you. These are table stakes - what customers expect from everyone.

Your competitors are saying the exact same things. This creates noise, not distinction.

Engagement Message

What generic claims have you heard repeatedly in your industry?

Section 3 - Instruction

Authentic differentiation comes from something competitors cannot easily copy or claim. It's rooted in your unique story, approach, or capabilities.

Think McDonald's "fast" or Volvo's "safety" - these aren't just claims, they're built into everything these brands do.

Engagement Message

Can you think of a brand with truly unique positioning?

Section 4 - Instruction

Your authentic differentiators often hide in plain sight. They might be your unconventional background, specific methodology, unique combination of skills, or distinctive approach to solving problems.

The key is finding what's genuinely true and provably different about you.

Engagement Message

What's one thing about your approach that others don't do?

Section 5 - Instruction

Many people fall into the "feature trap" - listing what they do instead of what makes them different in how they do it.

For example: "I do marketing" versus "I help introvert founders get visible without burning out." Same service, completely different positioning.

Engagement Message

Briefly, what makes the second statement stronger?

Section 6 - Instruction

Your differentiation should pass the "so what?" test. If a customer hears your differentiator and thinks "so what, everyone says that," you're not there yet.

But if they think "that's exactly what I need" or "I've never heard that before," you're onto something.

Engagement Message

Does your current differentiator pass the "so what?" test?

Section 7 - Practice

Type

Sort Into Boxes

Practice Question

Sort these brand claims into authentic differentiators versus generic claims that most competitors could also make.

Labels

  • First Box Label: Authentic & Unique
  • Second Box Label: Generic & Common

First Box Items

  • 30-minute guarantee
  • Only for lawyers
  • Former FBI agent

Second Box Items

  • High quality
  • Great service
  • Best prices
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