Differentiation means thinking very hard about the market and your competitors and putting yourself in an alternative space, in the same marketplace.
If you can add value that goes beyond what your product or service does, you never know where it leads.
This is about curating a philosophy that can build momentum and always come back to the core of the business.
It used to be that you could fill spaces with enough ads and interrupt enough people to make an approach work to convince people. No longer. The filters are too strong as people are resistant. How can you become different by creating something worth talking about?