There is one word in the criteria for a “Differential Advantage” that offers a big pitfall to the unwary – “unique”.
The word is often misinterpreted to mean something like “rare” or “unusual” as though it were the end point on a spectrum – “its very unique”. In fact its a binary condition – something is either unique or not. Mount Everest is unique as being the highest mountain in the world, there are many mountains in the world but only one of them is 29,029 feet high. If you are mountain climber wanting to climb the highest mountain in the world you are going to choose to climb Mount Everest. Its height is unique and gives you a reason to choose it over other mountains.
Why Does It Matter?
The language is very important because if your thinking regarding a “Differential Advantage” is guided by the idea that you are looking for something rare or unusual then you are drifting towards “me to” product design. Whereas thinking in terms of a unique product, while it sets the bar much higher, is more likely to get you to a sustainable advantage.
Dictionary Definition
adjective
- being the only one of its kind; unlike anything else : the situation was unique in modern politics | original and unique designs.
- particularly remarkable, special, or unusual : a unique opportunity to see the spectacular Bolshoi Ballet.
- [ predic. ] ( unique to) belonging or connected to (one particular person, group, or place) : a style of architecture that is unique to Portugal.
