Differentiation Requires Show, Not Tell

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Image by Eric Lim

The Internet and in particular social media have empowered thousands, perhaps millions, to start their own businesses. One outcome of the social media movement is how easily people become “thought leaders” or topical influencers.

As a result, we have many paper tigers running about, almost indistinguishable from the ones with real teeth with one singular exception: Results.

Last week for PRSA-NCC and this morning during a keynote at Brand Camp NYC I discussed this exception, and its critical role in creating true market leadership.

When content and personal branding techniques online quack and act like ducks, many readers are quick to believe. Yet results are not necessarily associated to the voices, creating a problem. Because we have hit a saturation point, more businesses are becoming discerning in their choices of vendors, digging deeper than what’s published on a blog post or LinkedIn group.

As time continues and social becomes a place overburdened with branded marketing content and voices, differentiation requires more. Pundits are a dime a dozen these days, real businesspeople are not.

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