What Kind of Screwdriver Are You?

From Reinvent Yourself: The Simple Steps to Dominate Your Market…

Really, what is the difference between screwdrivers?  Yet Craftsman and Stanley have been at it for years trying to convince you that their products are different and better.  So they guarantee them for the rest of your life.  When was the last time you needed a lifetime guarantee for a screwdriver?

On the flip side, though, we buy appliances and electronics that have certain features that other brands don’t include.  Why?  Because they differentiated themselves from the rest of the pack.

When everybody else is doing it, then you have to be different.

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