When prospects say,
“It was a hard choice — you felt very similar,”
they’re not questioning your capability.
They’re struggling to see a clear signal.
Differentiation Has to Show Up Earlier
If differentiation only appears in the pitch, it’s doing too much work too late.
By the time prospects compare options, they’re looking for:
- Recognition
- Familiarity
- A clear sense of how you think
Research helps create that signal well before the pitch.
From Explanation to Recognition
Instead of explaining why you’re different, research-backed insight lets prospects recognize it for themselves.
That’s what makes you memorable when decisions narrow.
👉 Signal, Not Noise: Using Research to Show Why You’re the One
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