Find the real reason customers should choose you over the alternatives, and test whether it actually influences their choice.
List each candidate differentiator and run it through three tests. A differentiator must pass all three, true and specific, hard to copy, and genuinely valued by customers, to be real. "Better quality" and "great service" fail all three, because everyone claims them.
| Candidate differentiator | True and specific? | Hard to copy? | Do customers value it? |
|---|---|---|---|
"We are dental-only and have never had a client fail an inspection" passes all three: it is specific and true, hard to copy without the track record, and customers deeply value the safety. "We really care about our clients" fails all three, because every competitor says it.
Your answers stay in your browser on this page and are never sent anywhere. A difference customers notice but do not act on is not enough. If nothing passes, the differentiation may need to be built, not just found.