Your point of difference

Screen Shot 2016-05-22 at 11.39.58 AMThe big marketing guys like to talk about a Unique Selling Proposition (USP) of Point Of Differentiation (POD), which both mean – what makes you stick out from everybody else.

The flip side of this is what every one of your competitors has, called the Point of Parity, or sometimes the Cost of Entry. For them it usually means something functional, like the beautifully sculpted car you’ve designed has to actually be able to get the driver some place. The point of parity is the machine will get you there, as all cars do, the point of difference is that it is beautifully sculpted.

For you, your point of parity is probably going to start with you can play music in some fashion. (I’ve heard acts where I doubt this, but let’s leave that alone for now : )

It may be that you are the youngest. Or the oldest, Or whatever. But you have to be something.

Also, it’s pretty hard to stand out from a crowd that includes everyone in the world who can play music in some fashion. So part of figuring out your point of difference is figuring out  not so much who your ‘competitors’ are, but where will people put you in their heads, who and what else will be in that general space with you. This is called the Field of Reference.

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