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In my last post, I shared some examples of companies that established a strategy that was so clear, it could be recognized by sharing just two simple themes.

Now it is your turn. To create your first theme - write down the industry in which you compete. Think carefully about this to ensure that you accurately capture it. For example, if you a marketing company that designs web sites, handles SEO programs, designs logo’s, etc. - you could say that you are in the marketing services industry or the web advertising industry or the design industry. Whatever it is that you decide, make sure that the term/terms that you use describe the entire industry that you serve.

Next write down some words that describe how you are different than all of your competitors. Be very specific. If you provide superior quality - try to answer “how” you do that. If you are innovative - how do you innovate - through design, technology, products…again the more specific the better.

Finally put the two together - it should look like this:

Inexpensive Retailer - the industry is retail, their difference is that they are inexpensive and the company would be? Wal-Mart

Designed Technology - the industry is technology, the difference is design - the company, Apple

I made up these two examples so they may not be dead-on…let’s here what you put together, send me your comments…