THE HOW CHAIN: A SIMPLE QUESTIONING METHOD TO REVEAL YOUR BRAND'S ONLYNESS

Summary from the TLDR Marketing newsletter

To find what truly sets a brand apart, asking “how” repeatedly uncovers deeper, more specific differentiators than generic claims like “high-quality service.” Most brands settle for surface-level answers that competitors can also use. Digging deeper can reveal unique methods, tools, or processes that others lack. If no clear differentiator emerges, it may be necessary to create one by analyzing customers, the company, and the competition.