Premature Differentiation: The Final Chapter
The title is a bit misleading this time, because part 3 is actually concerned with when a focus on differentiation is NOT premature. When is that? When the people you are trying to reach have a high awareness your category (what it is you are selling) and a high and positive awareness of you as a vendor. If you are in this leadership position, you can focus almost exclusively on points of difference because the background information is already known.