Opinions expressed by Entrepreneur contributors are their own.
It may be hard to hear for young entrepreneurs and small businesses with ambitious plans to scale, but not everyone is your customer. Differentiation starts with finding your expertise and your market, and then driving home the value you offer. In this sense, standing out is a matter of bringing more of your authentic self and your company to the table — not less in a bid to be all things to all people.
The danger of the latter approach is getting lost in the crowd. The moment a company’s product or service is benchmarked by the market, it has already
→ Continue reading at Entrepreneur