What Separates You?

What Separates You?: 'Starbury One' basketball shoes look a lot like those made by Nike and Reebok. They are worn on-court by NY. Knicks guard Stephon Marbury. And they are built to last, like those of their competitors. So what makes them special? The fact that they are only $14.98(Rs. 950) a pair...really. The best businesses know their Separation Points—their competitive advantages—and then have the discipline to stay brilliantly focused on them until the whole world knows what makes them special. Tesla just put out a sports car- $100,000 a pop. But here's the thing: It does 0 to 60 mph in four seconds, is electric powered and will go100,000 miles per battery. Masterful Separation Points. So, have the courage to be different. Have the boldness within your industry to create value that has never before been created. Be strikingly creative, always getting better and dreaming bigger- And know what separates you from everyone else. Because if you don't know what makes your business special, how can you tell everyone else?