It's fascinating to note which distinctive idea brands select when their goal is to differentiate themselves. I particularly like Jaguar’s ‘Rare and Meant to Be’ for the big XJ, which is infinitely preferable to: ‘We don’t sell as many units as Mercedes.’

One of my local low-cost airlines uses a simple but effective one. They announce to the world that they are the nation’s most on-time airline. Clever. It implies that every other option is a risk.

In your industry, what could you offer or emphasise as your point-of-distinction that might create this clever dynamic? Why would it be a risk to go with anyone other than you? This entails learning what your clients really can’t compromise on, and becoming the very best at that. Not a bad roadmap to ‘owning’ your industry.

Douglas Kruger is a multiple award-winning speaker, focusing on innovation and expert positioning. Books like his, ‘They’re Your Rules, Break Them!’ are bestsellers informing his conferences speeches for leadership audiences. Book him as the motivational speaker for your next event at