In a universe where thousands of new businesses emerge every day, finding your unique edge has become a matter of survival in entrepreneurship. More than competing on price, modern entrepreneurs need to create genuine connections with their audience and offer unique experiences. But how can you stand out from the competition effectively?
According to data from the latest edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario showed significant growth. Currently, around 47 million Brazilians are engaged in entrepreneurial activities, whether formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest recorded in the last four years, reflecting the strengthening of entrepreneurial culture in the country.
For Raphael Lassance, partner and mentor of Sales Clube, Brazil’s largest sales community, the first step is to deeply understand your target audience. “Knowing the customer goes beyond demographic data. You need to understand their desires, pain points, and consumption habits,” he says.
Another fundamental point is positioning. Brands that know how to communicate their value proposition clearly and authentically tend to create stronger bonds with consumers. Well-built branding, combined with a consistent digital presence, is one of the main tools for differentiation.
Moreover, betting on constant innovation—whether in product, customer service, or business model—also proves to be an effective strategy. Below, Lassance lists some practical tips to stand out from the competition:
- Invest in customer experience: service, post-sales, and support are powerful differentiators;
- Create a strong purpose and communicate it authentically;
- Use technology to your advantage: automation, personalization, and data analysis are accessible and effective tools;
- Bet on market niches: often, focusing on a specific segment can be more advantageous than trying to please everyone.
Entrepreneurship is a constant challenge, but also an opportunity to build something unique. In a market saturated with options, those who deliver real value and have their own identity secure the space that truly matters: consumer preference.
