Differentiation and unique value

- Today, we are bombarded with the idea of uniqueness.…We tell our children at an early age…that every person is unique and special.…Maybe we do this to make them feel better…when they are challenged, or to help them find their niche.…And we can certainly argue about whether…this is a good thing or not.…However, if anyone should obsess about uniqueness,…it's B2B marketers, because the uniqueness…of our offering is the fundamental driver…of the unique value we can deliver to customers.…

I'd like to share a big fancy word…that philosophers use, axiology.…It means the study of value.…To succeed in B2B messaging,…we need to be obsessed with value.…We need to become marketing axiologists.…So in that spirit, here are the three topics…we need to master to be a successful marketing axiologist.…They are what is value and who defines it?…What is value discovery?…And what is unique value?…First, what is value?…When we market and sell our products,…we are essentially engaging in a conversation…about the exchange of value.…

We deliver a product or service…