28 Jan 2026 · 4 min
Bill Gallagher explains how to identify and emphasize the activities that set your company apart: brand promises, operations, pricing, sourcing, and scaling. Focus on what makes you different, not what everyone else does, to grow sustainably.
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What are your differentiating activities? Differentiating activities are operation side things that you do differently than anyone else and that help you to achieve your brand promises. So the differentiators that allow you to achieve brand promises over time are your differentiating activities. What do you do differently that lets you deliver different results and ultimately different profit, different value? So the first thing we want to do is start off with what are your brand promises? Like what can you be counted on for? And then we want to look at how are you operating, what is unique about your products and services, what's unique about your operations, about your team, about the way you execute, about the way you pay, what's unique about the way you partner and source things, what's unique about the you price and your terms. We want to think about all of those different parameters, think across strategy for strategy. Think about the way you sell and market and the products that you offer around execution. Also think about your operations and your sourcing and the whole economic engine of the business. And then think about the cash model, the pricing, the terms, that kind of thing. So what's different about you there? And that's usefully different versus accidentally different. And then think about your key competitors who are the main people that you compete with very closely or not so closely, and how are they different from you? What do you want to emphasize and double down on? If we take all that and then we distill that down into at least three things and as many as seven key things that are unique and different about the way that you operate. Then we can emphasize and invest in those things. I did a podcast. Lots of folks don't do that in my world. I focused on online learning because I'm really good with the technology. It's easy for me. It's not so easy for everyone. Else. I focused on things that scale. So I work with an astonishing number of companies a year. I work with some at very deep levels and some at lighter levels. But I can work with thousands of companies a year given the way that I'm set up and organized using technology and using online tools and some things that scale well so I can have a big range of them. What is it that's unique about the way that you operate and how could you emphasize more of that? Those are your differentiating activities. They're the internal operational ways that you fulfill on brand promises and create a unique, valuable company in the world that's not like everybody else. Differentiating activities. Hope that's been helpful. Get to work on that. We'll talk to you again soon. Scaling your business shouldn't be such a lonely struggle.
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