A Page from the Other Side's Playbook
Michelle Nichols in "Cultivating Your Turf" (BusinessWeek Online) highlights the two different dilemmas of companies that:
CASE A: Are so unique that customers don't understand their pitch, or
CASE B: Sell a common product that customers can't differentiate from the competitors.
She recommends you take a page from the other side's playbook:
For Case A companies, frame your pitch "so that it fits into what's already in the customer's mind".
For Case B companies, make a list of "10 ways you could differentiate your company and then survey your potential customers to see which ones they would pay more for".
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