Subject areaProcess and organisation
Differentiation is the strategy by which a company makes its offer recognisable and preferable to competitors' offers for reasons other than price: quality, user experience, service, expertise, reputation.
The more differentiated an offer is, the more the customer is willing to pay for it and the less it is compared on price alone.
The site's articles draw a clear consequence: when a technology becomes available to everyone, as generative artificial intelligence has, it stops distinguishing those who use it, so differentiation moves to how it is built into the work and the offer.
An example
The site warns that making operational efficiency the only metric almost always leads to a loss of differentiation, while aiming for genuine enrichment of the offer builds real, sustainable differentiation.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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