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The D.I.G.Methodology: The Five Layers Of Differentiation

Dig deeper to stand out by using Michel Neray’s steps to set yourself apart from others.

The First Layer: ‘What’ Differentiation

The “What” Differentiation can be best described by this very straightforward question: Do you get better results than everyone else in your industry?

What we’re looking for here are the generic, quantitative end results that everyone in your field would love to promise. It’s what your clients want when all is said and done.

The Second Layer: ‘Who, Where and When’ Differentiation

The thinking behind the “Who, Where and When” Differentiation goes something like this: If you can’t legitimately and credibly claim that you are the best in your field, how can you narrow the definition of your field or highlight an aspect of your business so that you can be best or unique in something?

Can you narrow the definition of what you do, where you do it, when you do it or who you do it for that would enable you to claim a differentiating advantage?

The Third Layer: Upper ‘Why’ Differentiation

The Upper “Why” Differentiation answers a key question always at the back of potential clients’ minds, whether a person verbalizes it or not: “Why should I believe you have the capability to do what you say you

can do?”

What do you tell your clients to give them more confidence that you can actually deliver the goods?

The Fourth Layer: ‘How’ Differentiation

The “How” Differentiation is most powerful in mature industries that have a lot of competitors.

“How” you do what you do is as unique to you as who you are. No one is wired quite the same way you are, and no one has the same set of formative experiences, perspective or DNA. Like it or not, you have a unique way of viewing the world around you.

The Fifth Layer: Deeper ‘Why’ Differentiation

It’s not about why you do what; it’s about why do you do how you do what.

Perhaps the challenge you are driven to solve today is a challenge you faced yourself. Perhaps the thing you help other people overcome is the lesson you learned — the hard way. Perhaps the lesson you help other people learn is the same lesson you continue to learn over and over again.

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