Building an Extraordinary Business: How to Differentiate, Delight, and Dominate your Market -

“To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.” – Ralph Waldo Emerson

In today’s crowded business landscape, mediocrity is everywhere. Plenty of businesses get by with “good enough” – a passable product, serviceable customer support, and vague promises of quality. But is “okay” really what you want for your business?

The Problem with “Good Enough”

“Don’t bunt. Aim out of the ballpark.” – David Ogilvy

Many businesses fall into the trap of settling for average:

“We deliver quality work.”
“We’re passionate about what we do.”
“We provide great customer service.”

These statements aren’t differentiators—they’re expectations. Customers assume quality, passion, and good service as the baseline. To stand out, you must go beyond what’s expected and deliver something remarkable.

Being “a little cheaper” or “a little better” isn’t enough either—it’s just a temporary edge. True differentiation requires breaking free from the ordinary and delivering something your competitors can’t or won’t replicate.

The key? Think creatively about your product, pricing, promotion, processes, and positioning—and aim to redefine the standards of your industry. Below, we’ll explore strategies to help you dominate your market and create an extraordinary business.

Product or Service: Make It a Joy to Use

“People don’t buy what you do; they buy why you do it.” – Simon Sinek

How can you design a product or service experience that not only delivers results but also delights your customers? The best businesses don’t just meet customer needs; they elevate the entire experience. This might mean:

Simplifying the experience: Subtract unnecessary complexities and make it 5x easier to use than competitors. Think about how Apple transformed the tech market by emphasizing intuitive design.
Spiking enjoyment: Add delightful moments that customers didn’t expect. For example, Zappos turns ordinary online shoe shopping into an experience with surprise upgrades, lightning-fast shipping, and personalized service.
Doing what competitors won’t or can’t: Offer features or services that others avoid because they’re too labor-intensive or require extra effort. For instance, many software-as-a-service (SaaS) companies provide onboarding specialists to guide new users personally—a step others may skip to save money.

Ask yourself:

What can we do that our competitors can’t or won’t respond to?
How can we make this simpler and more intuitive?
What complexities can we eliminate?
How can we add unexpected joy to the experience?

The goal is to create something that customers rave about, not just tolerate.

Example:
A software company could stand out by offering a “zero-training-needed” interface, making it 5x easier for customers to use than competitors. By eliminating complexity, you position your product as the obvious choice for busy professionals.

Pro Tip: Deliver what others can’t or won’t. If your competitors are too lazy, slow, or uncreative to innovate, use that to your advantage.

Pricing: Be Creative, Not Cheap

“Price is what you pay. Value is what you get.” – Warren Buffett

Competing on price alone is a race to the bottom. it erodes margins and turns your offerings into a commodity. Instead, focus on creating pricing models that deliver value in innovative ways:

Flexible structures: Break away from rigid pricing. For example, instead of requiring multi-week commitments, offer punch cards or pay-as-you-go options.
Memberships and subscriptions: Create loyalty and predictable revenue with a membership model. Think Netflix or Amazon Prime—people love convenience and exclusivity. See our article on Memberships.
Bundled value: Package your offerings in a way that adds unique value. For instance, a business coach might bundle private coaching with downloadable resources and live workshops. We have the GROW program that is a community based program with video learning tools and coaching as part of the package.
Tiered offerings: Provide distinct pricing levels, each delivering unique benefits. For example, a coaching business could offer group coaching as a low-cost option, private coaching for mid-tier pricing, and VIP retreats for premium clients.

Example:
A yoga studio could introduce a “lifestyle membership” that includes unlimited classes, workshops, and digital content for one monthly fee—something competitors don’t offer.

Promotion: Stand for Something Bigger

“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos

To differentiate, your promotion needs to go beyond traditional ads and highlight your purpose. People are drawn to brands with strong identities, missions, and stories.

Think outside the box: Don’t just rely on ads or social media. Could you host community events, launch a viral challenge, or partner with influencers in unexpected ways?
Stand for something: Build a brand around a cause or value that resonates with your target audience. For example, TOMS built its brand by tying every purchase to a social good (e.g., donating a pair of shoes to someone in need).
Create unforgettable content: Educational or entertaining content can make your business stand out. Red Bull doesn’t just sell energy drinks—they’ve built a global brand synonymous with extreme sports and adventure.

Ask yourself:

How can we promote our business in a way that surprises and inspires?
What do we stand for that resonates deeply with our audience?
How can we create a movement, not just a message?

Examples:

TOMS Shoes stood out by connecting every purchase to a social good—buy a pair, donate a pair.
Dove’s “Real Beauty” campaign redefined beauty marketing by promoting body positivity.

Promotion is no longer just about broadcasting; it’s about connecting emotionally and creating advocates.

Place/Distribution: Challenge the Norm

“If you want to achieve greatness, stop asking for permission.” – Unknown

Distribution models can be powerful differentiators. Consider how Dell disrupted the computer industry by going direct-to-consumer, or how SaaS companies bypassed traditional software sales with subscriptions.

Are you using the same distribution channels as everyone else in your industry? If so, it’s time to shake things up. Innovation in distribution can disrupt entire markets. Examples include:

Direct-to-consumer (DTC): Dell revolutionized the computer market by bypassing retailers and selling directly to customers. Similarly, many SaaS companies eliminate middlemen, delivering software directly to end users.
Subscription or delivery models: Services like Dollar Shave Club transformed the razor industry by sending products directly to customers’ doors.
Digital-first strategies: If your competitors rely on physical locations, focus on building a robust e-commerce or mobile-first strategy.

Ask yourself:

How can we challenge the accepted way of delivering our products or services?
Can we sell directly to customers in a way others don’t?
Could we deliver faster, easier, or more conveniently?

Example:
A small bakery might create a direct-to-doorstep subscription service for fresh bread, eliminating the need for customers to visit a storefront.

Processes: Innovate and Streamline

“Success is the sum of small efforts repeated day in and day out.” – Robert Collier

Industry standards often go unquestioned. What would happen if you challenged them? Processes are a goldmine for differentiation.

Streamlining operations: Uber and Lyft didn’t invent transportation, but they streamlined the process of getting a ride by introducing an app-based system.
Customer-centric innovations: Think of Amazon’s “one-click” purchasing or Domino’s pizza tracker. Both examples simplify processes while improving the customer experience.
Proactive solutions: What inefficiencies in your industry could you fix? If others are slow to respond or require complicated paperwork, could you offer faster or easier alternatives?

Ask yourself:

What processes can we innovate to gain an advantage?
How can we make this process faster, easier, or more enjoyable?
What pain points in our industry can we solve with better systems?

Examples:

Domino’s Pizza Tracker made ordering pizza interactive and fun.
Uber streamlined the process of hailing a ride, eliminating phone calls and payment hassles.

Physical Experience: Create Fan-Worthy Moments

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Your physical presence—whether it’s a store, an office, or an event—can become a powerful differentiator. Think about businesses like Apple, which turned its stores into interactive playgrounds, or Capital One, which transformed its bank branches into café-style meeting spaces.

Create an environment that’s more than functional—it’s magnetic. Could you:

Design a unique in-person experience that inspires loyalty?
Offer interactive features or events that turn customers into raving fans?
Redesign customer touchpoints to make every interaction seamless and delightful?

People remember how they feel when they interact with your business. Prioritize creating moments that leave a lasting impression.

Ask yourself:

How can we turn an ordinary interaction into something extraordinary?
What small touches would delight our customers?

Example:
A boutique fitness studio could provide complimentary post-workout smoothies or an on-site recovery lounge, turning a workout into an elevated lifestyle experience.

People: Inspire from the Inside Out

“Great things in business are never done by one person. They’re done by a team of people.” – Steve Jobs

Your team and network can be a massive differentiator. Think about how you can attract, develop, and connect with the right people:

Inspire your team: Are your employees engaged and empowered to deliver extraordinary service?
Connect strategically: Align with industry leaders, influencers, or partners who can amplify your message.
Cultivate culture: A strong internal culture radiates outward. Companies like Zappos and Patagonia have built brands rooted in their unique, people-centered cultures.

Ask yourself:

How can I inspire and mobilize the people inside and outside my business to achieve something greater?
Are your employees equipped and inspired to deliver extraordinary service?
Can you align with influential partners to expand your reach?
How can you nurture a team culture that radiates outward to customers?

Prove and Sustain Your Distinctions

“Vision without execution is hallucination.” – Thomas Edison

Here’s a critical point: your differentiators must be tangible, provable, and built to last. Claims like “we have the best customer service” or “we’re the most innovative” are vague and unprovable. Instead:

Be specific: Instead of “we’re the fastest,” say, “we guarantee delivery in 24 hours—or it’s free.”
Show evidence: Use testimonials, case studies, or metrics to back up your claims.
Sustain your edge: Continuously invest in staying ahead so competitors can’t easily replicate your offerings.
Use data, testimonials, and case studies to back up your claims.
Build systems and processes to ensure you sustain your edge.

Example:
Instead of saying “we’re innovative,” prove it with a commitment like, “We update our product every 30 days based on customer feedback—or the next month is free.”

The Emotional Connection: Sell Results, Not Features

They want peace of mind, confidence, pride, and joy.

Ask yourself:

What emotional response do we deliver?
How can we help our customers feel proud, accomplished, or at ease for choosing us?

Choose to Be Extraordinary

“Be so good they can’t ignore you.” – Steve Martin

At the core of differentiation is your ability to solve a customer’s problem while delivering an emotional benefit. People don’t just buy products or services—they buy solutions to their dreams, desires, and issues. They also want to feel proud, confident, or at peace when they choose you.

A niche or specialized expertise can set you apart, but only if competitors can’t—or won’t—put in the work to match you. Your distinction comes from how you position yourself, the creative choices you make, and the emotional impact you deliver.

Remember: okay businesses deliver results. Extraordinary businesses deliver results and feelings. Choose to be extraordinary.

Building an extraordinary business isn’t easy. It requires courage, creativity, and a commitment to challenging the status quo. But by focusing on intentional differentiation—through your product, pricing, promotion, and processes—you can create a brand that stands out, inspires loyalty, and commands attention.

Be bold. Be distinct. Be daring. Be vivid. Be surprising. And deliver not just quality—but emotions, impact, and joy. That’s how you move from “okay” to extraordinary.