When Circuit City closed in Fort Collins, did you have an obvious alternative? Yup, doubtless it was Best Buy.

Do you have a preference between Office Max and Office Depot? Not really?

No surprise, these stores have, by and large, failed to differentiate themselves. One is as good (or bad) as the other. How about your store or service – is there something that sets you apart from your competition?

That “special sauce” that MacDonald’s used to brag about on its Big Macs – that was its differentiator. McDonald’s has since stopped emphasizing that topping so now a burger is just a burger, unless, of course, it’s the huge $6 burger at Carl’s Jr.

But when you want the greasiest, saltiest, yummiest fries on the planet, don’t you go to McDs? That’s got to be the company’s differentiator these days.

Note: price should never be your differentiator – there has to be something more that’s uniquely appealing to your target audience than that you can get it here for less.

So what can you say about your business that will make people flock to it to purchase a product or service?

What you are in