How can you measure your “people differentiator?”

Hey there,

Had an interesting conversation with a CMO last week that made me think of more than a few of you reading this.

We were discussing the recent Alvarez & Marsal study: B2B companies with strong, clearly differentiated value propositions grow 2.5x faster than their industry peers. But that growth doesn't come from generic claims – it comes from true, demonstrable differentiation.

And this CMO hit me with the classic: “Well, our people are our differentiator.”

I bet you've either heard this in your organization or maybe even said it yourself. And here's the thing – I get it. Your team is probably amazing. But as someone who's spent years helping $2B companies find their market position, I've learned that "great people" is where differentiation conversations start, not where they should end.

Here's why: If everyone claims their people are special (and they do), then no one's people are actually differentiating. It's like claiming water is your unique selling point. We all love it and need it but…we’re not the only ones with it.

The real value comes from digging deeper:

• What specific expertise do your people bring that others don't?

• How does their work tangibly create more value?

• What measurable impact do they deliver that competitors can't match?

Quick exercise: Next time someone in your organization says "our people are our differentiator," ask them to explain exactly how. Their answer (or lack thereof) might reveal some interesting opportunities.

Lauryn

P.S. If you found this helpful, feel free to reply with what's on your mind – I read every response and want to make sure this note is super relevant, so odds are, if you’re thinking about it, other marketing leaders are too.