The Value Of Differentiation in a Crowded Market - a MBA Student's Reflection

It's been a while that I have written in my personal diary. It shouldn't come as surprise to anyone, as juggling a full time job and a full time academic schedule demands a great deal of consistent focus and commitment, not to mention the proper allocation of time to things like studying for weekly exams. Being I also have a twenty page marketing plan to write, coming due in early October, I will try to keep this post short and sweet. What I really want to share, with those curious, is reflections on the topic of differentiation. The first thing that comes to my mind is what Louis D. Brandeis once said, "In differentiation, not in uniformity, lies the path of progress." For those of you unfamiliar, Louis Brandeis was an American lawyer who served on the Supreme Court of the United States, between 1916 and 1939. While during his time, he criticized the power of large banks, money trusts, powerful corporations, monopolies, public corruption, and mass consumerism, this man devoted most of his time to public causes. The Economist newspaper called him a "Robin Hood of the law." I find him interesting because his words, while they were sound, missed the inevitable. You cannot be for progress and not comprehend the brutal truth that competition is a game that must be played well and that this notion of differentiation is not just necessary, while you are at play, but critical in a market where you either make significant profits or you're potentially out of business. The way I look at it is, if you are in business today you better have tough skin because the competition will aim to swallow you whole. If you don't have the grit to withstand the heavy demands which lead to differentiation, to greater market share, ultimately to progress and prosperity, then being in business likely should not be your business. This is my personal take, not a criticism but rather just a reflection. One last thing I want to say about differentiation, which really made me think a lot lately. As a human, as a student, as a worker, as a sister, as a daughter, and even as a woman, I am different than many. But there is a difference between the word different and differentiated. Differentiation doesn't mean just being different. There is a whole lot more to it, really. When I think of businesses, differentiation should only lead to outstanding results that stand out and that is the understood expectation for those familiar with the term as it relates to competition. It's not about being different, it's really about being better. And I think a lot of organizations miss that point. Differentiation is key to success. But not every business is great at understanding what it takes to create differentiation in the first place. And let me tell you, if you think that is going to be easy, think again. As a woman who aims to someday do more, be more, know more, share more, I aim to be different in a way in which I can lead by creating differentiation for the brand, the organization, and the mission which I will support.

Carmen A. Cisnadean

Author. Artist. Poet. MBA student.

(aka Kraela)