IT'S NOT ABOUT WHAT YOU'RE SELLING. IT'S ABOUT WHAT THEY'RE BUYING | MARKETING MYTHBUSTERS

No matter what you're selling, your customer can choose to buy from someone else. Maybe the other guys aren't quite as good as you, but they're good enough. And that's all that matters for some people. For example, Google Chrome is my web browser of choice. However, I'm happy enough to use Safari if for whatever reason I have to. It's not a big deal. In the same way, while I prefer Coca-Cola, if the restaurant only has Pepsi, it's not a deal breaker. Do you see where I'm going with this? Value is a matter of customer choice. Today, customers have an array of choices that, by and large, all meet their buying criteria. So how are you going to stand out? By trying not to be the best choice, but by aiming to be the only choice. The challenge is for your business value to be seen as a market of one. You need to radically differentiate your product in such a way that you stand out in the minds of your customers. It's no longer about what you're selling. It's about what your customer is buying.