In the article, The Strategy Accelerator, Alfred Griffioen shares four gears for differentiation and competitive advantage:
- First gear – No unique product and low customer relevance.
- Second gear – High customer relevance but no unique product.
- Third gear – A unique product but low customer relevance.
- Fourth gear – High customer relevance and a unique product.
Strategies for Each Gear
Griffioen shares strategies for each of the gears, to make the most of your market position:
|First gear – No unique product and low customer relevance.||Ally with others as the quickest way to build competence or product portfolio.|
|Second gear – High customer relevance but no unique product||Combine several matching products under your brand and become even more relevant for your customers.|
|Third gear – A unique product but low customer relevance.||Excel in what you do to make sure that you can continue to develop.|
|Fourth gear – High customer relevance and a unique product.||Consolidate your position by constant renewal and by keeping close watch on your competitors.|
I think it’s useful for evaluating, and is complementary to existing competitive models.