Differentiating Vertical

Anyone can be different just to be different.  What makes you, your product or your company unique is that you are different than you were last year…last month…yesterday.

What are the “differences” in being different?

Being different from everyone else is what everyone seems to try to do.  But that doesn’t always make sense and doesn’t improve yourself, your company or your place in the market.  It wouldn’t make sense for Disney to start and airline and fly people from Cincinnati to Kansas City…just to do something different.  So just being different from every other amusement park or entertainment company (horizontal differentiation) doesn’t make sense.

In fact it is stupid.

What Disney (and a whole bunch of other companies) do to stay ahead of the game is that they aren’t who they used to be.  They are constantly growing (vertical differentiation) beyond where they started. They are moving up, not being different than everyone around them, but than themselves.  It keeps you on your toes and forces you to reshape yourself for your own good.

And people respect that.  They follow that.  They buy that.  They invest in it.

They want MORE of that.

Reinvention is constantly changing and shaking things up for your own good and improvement.  It makes it stick when others benefit.

Don’t be different than everyone else just to be different.  Be different than you for everyone else!

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