You know where you want your offer to sit in the customer’s mind. Now you need to make one thing clear: Why this offer instead of the alternatives?
What is this toolkit about?
The Differentiation Map helps you identify the differences that actually matter to your customer.
You’ll map:
- What alternatives already offer
- What customers value
- Where those alternatives fall short
- What your offer does differently
- Which differences are meaningful
Your goal here isn’t to be different for the sake of being different. It’s to find a difference customers actually care about.
What problem does it solve?
Saying: “We’re different”isn’t enough.
Your difference only matters if it gives the customer a reason to choose you.
When should I use it?
Use this toolkit after defining your position and understanding the alternatives your customer can choose.
What will I have when I'm done with the toolkit?
A Differentiation Map showing:
- Key alternatives
- Customer priorities
- Their weaknesses or gaps
- Your meaningful differences
- Your strongest differentiator
How to use it
1. Review the Alternatives
What are customers already choosing?
2. Identify What Matters
What do customers actually value?
3. Find the Gaps
Where do existing options fall short?
4. Define Your Difference
What can you offer that matters?
Don’t claim a difference customers don’t value.
Evunn Action Points (Recommended)
The Toolkit
Differentiation Map Notion Template
Use the template to identify the meaningful difference that gives customers a reason to choose your offer.
Open the Differentiation Map Toolkit below
Your Completed Output after using the Toolkit
Save your:
- Differentiation Map
The competitive differences you’ve identified. - Core Differentiator
The strongest meaningful reason to choose your offer.
What’s Next? Core Message
You now know who you’re for, what you offer and why you’re different.
Next, you’ll turn that into a message your customer can quickly understand.
What do I need to say so the right customer immediately understands why this matters?