By Mike Schultz, Publisher
Editor's Note: In part one of this two part article, Mike Schultz looks at how firms believe in the myth of differentiation. Read part two on RainToday.com to see how firms can win clients without being "different."
"One is the loneliest number." ~ Three Dog Night
Few would question this simple truth: businesses must differentiate. Growth, profit – survival, even – hinge on their ability to set themselves apart from competition.
Professors Terrell and Middlebrooks of the Northwestern University's Kellogg School of Management and University of Chicago Graduate School of Business, respectively, say it well:
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