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Competitive Advantage

Tony Alessandra is a traveling keynote speaker. One such topic he discusses is competitive advantage. He explains that your company needs to be able to offer customers something that no one else can. Something that separates you from the competition. Otherwise, why would anyone have a reason to buy from you over your competition? When you are and your competition are the same, people buy based on price. He says that you need a state of competitive advantage which is a 30 second explanation of why your company is different. He says that a statement of competitive advantage has four things: your name, your company, a statement regarding a typical problem experienced in your target market, and an intriguing statement about how you can help solve that problem. 
He says that having this statement really does set you apart and makes you sound like an expert right from the beginning. 

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