Approach under which a firm aims to develop and market unique products for different customer segments. Usually employed where a firm has clear competitive advantages
What does that actually mean? Could it mean saying "yes" when everyone is saying "no", could it mean going "small" when everyone is going "large", could it mean "less" when everyone is going "more". Dr Youngme Moon postulates that maybe it is about "letting go."
Letting go of all the notions the years of accumulated. Many of the notions are deeply rooted, intertwined within the fabric of our being and not so easily given up. Differentiation requires letting go. That seems really scary when in reality differentiation is the safest course.