Overview: The market seeks the commoditization of successful products to reduce price and increase access. How does one differentiate? Which factors related to differentiation are you seeking to improve in what you offer or what you acquire?
Hal Schlenger will be using the broken and expensive healthcare system (including health insurance) as the foundation for a discussion about the value of differentiation. Or do we benefit more from a commoditized solution.
This discussion will likely show how that there is a commoditized MVP (minimally viable product) offering that is differentiated by options that meet the employer and/or individual's needs.
Hal - what can we help you learn about differentiation?
What do you hope those who attend your breakout might learn that would help them create more value for their clients?
Paul, we will discuss how to gain attention for a differentiated product/service in a market that seems to have settled in on commoditization. For example, adding a feature to software that people didn't ask for.
Steve Jobs is quoted saying, “Some people say, "Give the customers what they want." But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said around 1910, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'" People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.”
It's not enough to be different. How do you convey value in your differentiation?
Well-stated Hal - and if we are effective in understanding what others need - yet ineffective in understanding how to help them gain access to what we offer - we are ineffective...
It will be fascinating to learn which of these "silver linings" continue...
Very much looking forward to Participating!
Thank you, Paul, for the opportunity to be a part of this community. In this session - I'm interested to learn how a small business owner who moved from another country/continent differentiates herself in an already saturated and sophisticated market? How does she enter, and differentiates her brand in a sustainable way?
Looking forward to this discussion shortly!