Most businesses obsess over differentiation.
Writers try to “stand out.”
Manufacturers try to claim “best quality, lowest price.”
Consultants say “we’re not like the others.”
But here’s the hidden truth—after a while, differentiation doesn’t matter.
Why? Because being different is not the same as being valuable.
The real question is: does your offer unlock an opportunity your audience doesn’t already have?
CO1: Don’t just differentiate. Be the Unlocker.
A writer who says, “I cover business strategy” is noise.
A writer who says, “I introduce you to a unique competitive advantage every day” is opportunity.
A manufacturer who says, “Our products are cheaper and higher quality” is invisible.
A manufacturer who says, “You’ll never need our customer care number—because you’ll never need it” is opportunity.
A coach who says, “I teach leadership” gets stuck.
A coach who says, “I turn your #2 into a succession-proof leader” unlocks an outcome.
Aha — Differentiation is not about you being different.
It’s about them having access to something they couldn’t touch before.
Reflection — What new opportunity does your offer unlock that your audience doesn’t already have… and why should they care now?
Build Your Own CO1 → Visit CO1.me