Scott Addis, CEO, The Addis Group

In today’s dog eat dog business environment, it is essential that you develop a strategy to stand out in a crowded marketplace… to separate yourself from your competition.  Simply put, to be different! 

Theodore Levitt, the renowned economist, professor at Harvard Business School and editor of The Harvard Business Review had the following to say in his 1991 book entitled Thinking About Management:

“Differentiation is one of the most important strategic and tactical activities in which individuals and companies must constantly engage.  It is not discretionary.  And, everything can be differentiated, even so called commodities such as cement, copper, wheat, money, air cargo and insurance.”