Gartner Blog Network

Tag: 'differentiation' Blog Posts

from the Gartner Blog Network

Lead to, Not with, Differentiation and Capabilities

by Hank Barnes  |  October 23, 2018

As those that read this blog know, I'm constantly talking about improving messaging through storytelling.   But you also know I've been talking about it for almost 6 years and see...

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Spot The Difference - The Reality of Most Differentiation Efforts

by Hank Barnes  |  August 21, 2018

Remember Squeeze, a great 80's band that was renowned for their songwriting tandem, Chris Difford and Glenn Tilbrook.  Well, in 2010, they released a new album titled, Spot the Difference. ...

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The Context to Care and Compare

by Hank Barnes  |  July 3, 2018

I've been beating the drum for better messaging through positioning and storytelling for years.  It's a repeated theme in this blog.    But many of the problems I have with...

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Things I'd Like to See Go Away - The Differentiators List

by Hank Barnes  |  April 24, 2018

I started this series of  things that need to go away with the logo slide (albeit with that one still having utility in certain cases.  Next on the target is the...

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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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