Don’t differentiate. Unlock this.
CO1.18
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