How to Differentiate Yourself and Your Business.


In last week’s Delivering Marketing Joy, Episode 100, Seth Godin made some insightful comments about differentiating. People constantly want to set themselves and their business apart from others, which allows them to create noticeable value for their company. Hasseman Marketing have decided to add this clip of the video to answer your questions!


Seth Godin encouraged business owners to closely examine what they want out of their company as well as how they view their business. Mr. Godin stated, “You’re only a commodity if you want to be a commodity.” If you are coming from the standpoint of you defining yourself by your competition. This will make you differentiate accordingly.





Using other methods to help illuminate your surroundings will allow a clear perspective of your situation. Looking at the world an altered viewpoint will allow you to find what sets you apart. According to Seth, you can do this by asking a specific question “What does that person need, and what can I provide that only I can provide?”


Seth Godin makes sure to add a warning to this thought process. You need to first decide if you want to leave the commodity market; many people enjoy working within this area and might not wish to give it up.  In this case, it is up to you to state “I am in a commodity business.” If this is true, then make sure you stay a commodity business.  Pick a lane, don’t change sides, decide and commit.


If you want to read more of Seth Godin’s insightful content, please check out our recent blog, Books to check out by Seth Godin!


Also, check out the great man himself:




Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.