pThis comprehensive and richly illustrated book explains how to create a differentiation strategy--a strategy for being different in a way that causes customers to prefer your products and services to those of your competitors. ppFilled with frameworks, tools, and templates, this book will enable you to create a compelling answer to your customers' most fundamental question iWhy should I buy from you instead of your competitors What makes you different iThe first half of the book provides an in-depth analysis of the concepts and principles that underlie the practice of differentiation, including the meaning of icompetitive advantagei, icompetitive strategyi, and icustomer-perceived valuei. The second half of the book explains how to create a differentiation strategy by identifying the target of your strategy, using customer research and creative problem-solving to design a unique offering, devising a value proposition that emphasizes a key benefit and the reasons to believe you will de