In our season finale of art vs. science in marketing, the team tackles what may be the most important topic in business: differentiation. People buy products that offer them the best value relative to their unique circumstances.
Long thought to be a process that is irrational and immeasurable, Mary, Sean and Tom make the case for the scientific calibration of any product or service’s level of unique value. They show how a tools-based approach to maximizing and measuring differentiation makes marketing more manageable and accessible to anyone in an organization.
The team also talks about when art does play a major role in building differentiated B2B value propositions.
In this episode you will learn:
- Why art is important in the early stages of determining customer needs
- How we all participate in helping companies quantify their level of differentiation
- How to use a powerful tool to measure and manage your quantified unique value
Here are some quotes from the team’s discussion:
“Because you can measure even the softest of customer evaluation criteria — things like how much customers trust a brand — differentiation is more scientific than most think.”
“Art is used to get customers to reveal their real needs and motivations; from there, science and measuring is useful to determine how well a prospective offer could meet those deep-rooted needs.”
We hope you enjoy the discussion and gain some helpful insights!