A brand's point of view isn't just claiming you're different. It means identifying a real problem in the world, stating what you believe about it, and showing why your solution beats the alternative. That's what makes differentiation stick.
That point of view where you can talk about why you're different than other folks, not just claiming that you are, but actually showing why. Oftentimes it comes back to even like a point of view or a belief about what's wrong in the world and why your way of solving it is a better way of solving it than the status quo.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
