Gartner Blog Network

Tag: 'differentiation' Blog Posts

from the Gartner Blog Network

What I Look For When Reviewing Web Sites

by Hank Barnes  |  March 13, 2018

A frequent inquiry request for Gartner clients is a Web site review.  This is a great idea since technology buyers tell us that they view vendor Web sites as vendor...

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The Strongest Differentiator - A Different Point of View

by Hank Barnes  |  February 20, 2018

When looking for differentiation, I continue to see clients looking at their product features or service capabilities as their primary source of differentiation.   While in some cases, product can be...

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Contrasts are Critical

by Hank Barnes  |  November 14, 2017

As followers of this blog know, I spend a lot of time working with tech providers on storytelling (well, they may think we are working on messaging, but I always...

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Differentiation is What Others Think Sets You Apart

by Hank Barnes  |  March 28, 2017

Differentiation continues to be a hot topic (of course) for my client inquiries.   Working with a colleague, Mike Maziarka, we recently updated (and renamed) one of my earlier research...

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Comparison Tables from Vendors-Fostering Doubt and Distrust

by Hank Barnes  |  February 7, 2017

If you follow this blog, you know I spend a lot of time talking about the impact of trust on technology buying.     And, today, I'll share one of...

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“Next gen” Differentiation. Is that Lazy Marketing?

by Michael Maziarka  |  January 20, 2017

Recently I took a call with a customer during which we reviewed and discussed some of the company’s web content. As the primary point of differentiation, it highlighted that the...

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Differentiation and Neutralization - The Constant Struggle

by Hank Barnes  |  November 15, 2016

Last week, Geoffrey Moore published a post on LinkedIn called Innovation Silicon Valley Style is the Exception, Not the Rule.  As always with Geoff, it is excellent and well worth the...

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The Differentiation Two-Step

by Hank Barnes  |  October 4, 2016

When providers try to communicate differentiation (no matter how many times we advise against this), it is almost always a laundry list of items.   "Here are the five or...

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The One Thing

by Hank Barnes  |  September 13, 2016

I can't count the number of times that I talk to tech providers and they tell me, "When we get to meet with the customer and present our product, we...

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Trust, Differentiation, and Messaging

by Hank Barnes  |  February 23, 2016

A few weeks ago, I shared some of the results from Gartner's latest survey about differentiation.  In that post, the focus was on the impact of a failure to differentiate....

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