An inability to connect with customers is a big part of the problem for companies that find themselves lost in the undifferentiated middle. In a PwC consumer survey (pdf), 73 percent of respondents ...

Small companies use undifferentated marketing strategies when their products and services appeal to all customers or consumers. Differentiated marketing strategies are employed when a company's ...

I’m often surprised when you as an aspiring entrepreneur, looking for investors, tell me your solution is so innovative that you don’t have to worry about differentiating it from competitors, and ...