CHAPTER 4
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REDIFFERENTIATING
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PRODUCTS AND
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SERVICES
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IN THE LAST CHAPTER, WE FOCUSED ON FILLING THE OPPORtunity register with ideas based on redesigning the mix of attributes you currently offer your customers in existing products and services. Next, we consider finding new opportunities for differentiation, meaning ways that you set yourself apart from the competition and that customers perceive as positive. We start with a method we call quizzing, which you can use for developing insight into customer behavior. Quizzing can eventually form the basis for new opportunities to differentiate. Then, we show you how to identify specific opportunities for differentiation by carrying out ...
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