What do they care about?

When you think of differentiating from the competition, whether it is for a product or a job application, the question you should focus on is:

What does my customer most care about?

You might be absolutely the best at doing something, have more vision than anyone else in the market, be the cheaper option. But if that’s not THE critical thing for your customer, you will lose nonetheless.

And perhaps your customer still does not know that your uniqueness is something they will greatly benefit from.

In this case, you have a choice to make: you can try to educate them or you can leverage their emotions with a powerful story of how the future looks like.

Educating very rarely works.

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