By Shaan Rais
Everyone wants to be a leader within their industry. The ability to get in front of people is paramount, that is, first—to be noticed. Second, to be considered, and finally, to make a difference. The world is changing, and anyone and everyone is self-proclaiming guru status and setting up shop on social media to fight for the coveted most important asset in today’s business landscape: attention. It is becoming more obvious that we live in a three-second world, where our attention span resembles that of a goldfish.You either have it or you don’t. If you don’t get attention fast and frequently enough, business doesn’t survive. If you do, you must be innovative and disruptive enough to keep it. You must make a significant enough difference to stand out in a pool of similarity. This difference is more widely recognized in the business, branding, and marketing world as differentiation, and this key determinant will be the topic of this article.
