Same Old Attributes

Competing on the same old attributes is a recipe for insignificance.

Company 1:
- "Our ice cream is made from natural ingredients"

Company 2:
- "Our ice cream is made from pure ingredients"

Company 3:
- "Our ice cream is made from organic ingredients"

You think you're saying something, but all the buyer hears is noise.

Instead, find a unique attribute that you can own.

Company 4:
- "We're quirky and cause-focused" (Ben & Jerries)

Questions to consider: Are you competing on the same old attributes? Or something unique?