Differentiation – irrelevant or the holy grail for business?
INSIGHT - HELEN BLAKE
Let’s talk about differentiation. In today’s B2B world, is it actually possible to stand out? And does it even matter anymore? Personally, I think it’s not only possible — it’s still hugely important.
As we head toward 2026, real differentiation starts with changing how we talk to customers and buyers. If your messages focus on “what you do and how you do it,” there’s a good chance you sound exactly like everyone else. Try this quick test: look at your website and count how often you say things like “we are…,” “we provide…,” “we specialise in…,” or “we deliver….” If it’s all about you, where does the customer see their own challenges and needs reflected? And why would they choose you over anyone else?
True differentiation is hard to achieve when an “inside-out” mindset dominates — when everything starts with your product, your features, your view of the world. Differentiation becomes far more powerful when you shift to an “outside-in” perspective. Instead of asking, “What makes our product different?” ask, “What makes doing business with us different?”
That mindset shift means thinking holistically about the customer experience — the expertise you bring, the ecosystem around your solution, and what it actually feels like to work with you. Standing out happens when you:
Make the B2B buying process and onboarding experience genuinely easy — even pleasant.
Understand how your customers work and where friction exists in their current processes. What slows them down? What frustrates them? Design a smooth, connected experience that blends technology, smart partnerships, and a real focus on value.
Support customers beyond the initial product or service by helping them achieve specific, meaningful results quickly and reliably.
Become the go-to expert in a particular niche or vertical — offering depth, not just broad but shallow capability.
Build data networks that help all customers benefit as more people use your product or service.
Have a clear point of view. Don’t just be a “solution provider”; take a stand on the issues shaping your industry.
Ensure your people connect with customers on a human, empathetic level — not just a transactional one.
In recent years, we’ve all seen some big shifts across industries:
Many markets have matured, and lots of companies now offer broadly similar products, services, and experiences.
Imitation is becoming more common than differentiation. Businesses copy whatever is trending instead of developing their own unique identity. Suddenly everyone is “innovative” or “customer-centric,” whether it’s true or not.
Buyers are much more informed, doing deeper research and approaching marketing claims with a healthy dose of scepticism.
As these trends continue into 2026, it’s worth stepping back and asking yourself the core differentiation question — through the customer’s eyes: How is your business truly different, and why will working with you make a measurable difference to your customer’s success?
If you’re wrestling with these issues, then our qualitative customer research can deliver in-depth insights. You can learn more here: https://futurecurve.com/insights/wherethemagichappens