Tag: competitive edge

Why We Are Different: Creating A Slide That Highlights Your Competitive Edge

competitive edge

presentation slide

why we are different

May 15, 2014

One of the most important slides in any business presentation is the one that highlights your competitive edge. This slide should clearly communicate what sets you apart from your competitors, whether it’s a unique product feature, exceptional customer service, or a disruptive business model. It needs to be concise, compelling, and backed by solid evidence.Here’s how to create a slide that effectively communicates your competitive advantage:

1. Identify What Truly Sets You Apart

The first step is identifying the unique selling proposition (USP) of your business. What do you offer that your competitors can’t? This could be anything from patented technology, specialized expertise, customer loyalty, or exclusive partnerships. Focus on the real differentiators, not generic claims.How to Do It:

  • Be Specific: Avoid vague statements like “We offer great customer service” and instead provide quantifiable evidence or real-world examples.
  • Focus on the Customer: Highlight what makes your product or service more valuable to the customer compared to competitors.

Example: Instead of saying, “We provide fast delivery,” you could say, “Our proprietary delivery system guarantees delivery within 24 hours in 95% of orders, 3x faster than the industry average.”

2. Use Data to Support Your Claims

It’s not enough to simply state what makes your company different—you need to provide data to back it up. Use metrics, testimonials, or third-party validation to add credibility to your competitive claims.How to Do It:

  • Show Market Comparisons: Use charts or graphs to visually compare your product’s performance, pricing, or user ratings against competitors.
  • Include Testimonials or Reviews: Adding a testimonial or customer quote can humanize your competitive edge and provide social proof.

Example: Include a chart comparing your product’s customer satisfaction rating (e.g., 4.9/5) against competitors, emphasizing how your company consistently ranks higher.

3. Highlight Your Unique Process or Technology

If your competitive edge is rooted in a proprietary process, technology, or intellectual property, dedicate part of the slide to explaining this uniqueness. Make sure it’s clear how this differentiator impacts the customer experience or market positioning.How to Do It:

  • Use Diagrams: If your advantage is based on a technical process, consider using a simple diagram to explain it visually.
  • Simplify the Jargon: Avoid using overly technical language. Keep it simple and relatable, focusing on how it benefits the end-user or client.

Example: Showcase your patented technology with a simple visual explaining its efficiency, and follow it with a few bullet points outlining how it reduces costs or speeds up delivery for customers.

4. Visualize Competitive Analysis

One of the most effective ways to illustrate your competitive edge is by using a competitor matrix or a visual comparison chart. This allows your audience to quickly see how you stand out in key areas.How to Do It:

  • Competitor Matrix: Create a table that compares your product with competitors across several key categories (e.g., price, features, support, quality).
  • Highlight Strengths: Make sure your strongest features stand out, either by using color highlights or checkmarks for areas where you outperform competitors.

Example: Include a competitor comparison matrix that shows your product has more features at a lower price point, highlighting it with checkmarks and bold text.

5. Show the Impact on the Market

Communicate the broader impact your competitive edge has on your target market. Does it increase your market share, make you the leader in a specific niche, or allow you to expand into new territories? Show investors or stakeholders why this matters for future growth.How to Do It:

  • Project Market Share Growth: Use a graph to project how your competitive edge is expected to drive market share growth over the next 3–5 years.
  • Highlight Customer Retention: If your advantage helps you retain customers better than competitors, provide data on customer retention rates and satisfaction.

Example: Display a chart showing projected market growth, indicating that your product’s unique features will allow you to capture 25% of the market within three years.

Final Thoughts

Both a winning speech supported by an engaging PowerPoint presentation and a compelling slide highlighting your competitive edge require clarity, focus, and strong visuals. The key to success is keeping your audience engaged, demonstrating your unique value, and supporting your claims with real data. Whether you’re delivering a speech to a large audience or pitching to investors, these tools help you communicate your message more effectively and leave a lasting impression.

Why We Are Different: Highlighting Your Competitive Edge

competitive edge

presentation slide

why we are different

May 15, 2014

Today, most mainstream markets are becoming more saturated and difficult to penetrate, especially for budding entrepreneurs. This leads to companies and brands simply imitating each other in terms of features and benefits. But for those in these precarious market situations, customers have heard it all, and they’re not that impressed.Defining your competitive edge can help establish your unique position in the market. With clearly defined benefits and features, your customers will know what really makes you a cut above the competitors and what steps you need to take to maintain that position.Here’s how you can craft a slide stating your specific advantages:

Say it Fast

The “Why We Are Different” slide is a common fixture in corporate profile presentations.Ironically, many organizations use the same strategy in describing the things that differentiate them from the crowd: They use bullet points. Enumerating your best qualities isn’t exactly the best way to present your competitive edge. If you can say it one sentence, the stronger your impact will be.This doesn’t mean that you’ll be leaving out important details from your slide. It only means compressing the important points in one non-highfalutin and simple-to-understand sentence. Since we’re talking about customers who are tired of hearing the same things over and over, a brief but enlightening slide is a breath of fresh air for their tired gaze. Try to be as concise as possible in your slide. Don’t go off on tangent unless necessary.

Back it Up

Another effective way to describe your edge over the competition is this: Don’t make it about the competition.Make it client-driven. You can do this by identifying your customer base and describing the solution to their problem.For most of your customers, you are the ideal provider not because of flashy advertising or due to popular choice, but because you are able to address their needs and challenges. In an interview with LoyalBlocks’ Ido Gaver, Kevin Daum enumerates the ways you can back up your statements and show your sincerity.Show people that their loyalty to you has perks—whether it’s in terms of addressing them personally, or giving them perks like promos and freebies. Build and maintain your competitive edge on that opportunity.

Say it Loud

Now that you have an idea of what your competitive edge really is, it’s time to declare it to the world using your slide. You don’t need to use big, highfalutin words.Simple words would be enough, as long as they sound sincere, not condescending and inappropriate. Use images to support your text. Make sure they are relevant and do not detract from what you want to say. An effective slide that aims to set you apart from the competition will only succeed if you bring together strategic techniques to the table.