Differentation by entrepreneurs has a long and obvious history. When you see competition, you differentiate.
Buy mine, I can prove it is different.
They offer X, I offer Y. They cost this, I cost that.
The thing is, differentiation is selfish. It is the act of the entrepreneur with intense interest in his segment of the market, deeply thought through reasons why someone should buy my thing instead of their (competitor’s) thing.
Most customers, of course, don’t have the same selfish view of the entrepreneur, the same obsessed knowledge of features and benefits.
Customers don’t look at products like entrepreneurs do.
Differentiation is not the same as remarkable. People misinterpret remarkable to mean the same as differentiation.
Remarkable has nothing to do with the entrepreneur. Remarkable is in the eye of the consumer, the person who ‘remarks.’ If people talk about what you are doing, it’s remarkable, by definition.
When the entrepreneur talks about her product being remarkable, it doesn’t necessarily mean it is remarkable, it might be different but not necessarily remarkable.
What is important is customer remarks, not entrepreneur remarks.
The goal, then, is not to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.