What's your competitive differentiator?

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What makes you different compared to competitors?

You’ve probably been asked this question before, and answered with something similar to the below:

Our product is our differentiator.

No, actually, our people are our competitive differentiation.

Our pricing: economies of scale make us cheaper whilst providing the same service.

Customers love our design-led ethos, that makes us stand out.

But, is it really? If you workshopped your competitive differentiator internally, relied on biased interpretations of competitor strengths and weaknesses from your team, then… honestly? I’d say you don’t know the real answer.

What is a differentiator?

Definition: something that enables a difference or distinction to be made.

In the context of B2B SaaS, a differentiator is an element of your product, service, worldview, or other method that positions you away from competitors in some aspect.

Often, marketers and founders early in the journey will rely on objective differentiation: the product, the service, the performance, the economic value – or my pet peeve, configurability.

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