For over 70 years, managers have assumed that differentiation is a competitiveadvantage and try to differentiate their products as much as possible.Competitive Advantages are always positive for any business but differentiated productsare only positive for customers if they perceive this difference as useful and positive forthem. The Competitive Advantages that are perceived as positive by customers are calledDifferential Variables.This is a tool for identifying and evaluating the Differential Variables.

Outsource marketing can help small to midsized businesses with strategy or execution, but it’s only effective if the company is ready to collaborate and plan effectively. It’s not a fit for those who micromanage, miss deadlines, or lack clarity in decision-making.