Embrace Your Customer's Mindset

Getting your customer to choose your organization isn’t about describing "what we do" but knowing "why we matter."

The Foundations of Differentiation Zone’s Unique Approach

The essence of strategy is


Getting your customer to choose your organization isn’t about describing “what we do” but knowing

Why We Matter

Uncovering vital insights about your customers’ preferences that lead to true differentiation means choosing a new approach:

Differentiation Zone®

A Field-tested Approach

Step 1


your customers, competitors and organization

Your journey begins with a disciplined study of your customers, competitors and external forces. We gather research and take stock of your organization. We apply real-time techniques to help you harmonize key data with trends, such as shifts in the economy, society-at-large, public policy, technology, and consumer behaviors.

Step 2


customer and competitor Insights

Next, you reveal original insights about data we’ve gathered and synthesized in the first step. Following a facilitated conversation, you complete this phase with an honest understanding of what matters most to your customers, what matters least, and what influences your competitors.

Step 3


differentiation and distinction to drive strategic success

Now you experience the signature step of the process. We “call the question” through a series of conversations to identify the essential elements that belong in your Differentiation Zone. We also shift what customers find unimportant to the Zone of Indifference™. You conclude this step with a clear and powerful description of your organization’s differentiators.

Step 4


your Differentiation Zone strategy and business model

You’ve arrived. This is the design phase armed with everything you need to know about your customers, competitors, and context. Now you can create your new competition-proof strategy by using the differentiators you declared in the prior step. Our facilitated process leads you to build a plan, making your strategy a reality and, if desired, an optimized business model.