In a universe where thousands of new businesses emerge every day, finding your differentiator has become a matter of survival in entrepreneurship. More than competing on price, modern entrepreneurs need to create real connections with their audience and offer unique experiences. But how to stand out from the competition effectively?
According to data from the most recent edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario showed significant growth. Currently, about 47 million Brazilians are engaged in entrepreneurial activities, formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest index recorded in the last four years, reflecting the strengthening of the entrepreneurial culture in the country.
For Raphael Lassance, partner and mentor at Sales Clube, the largest sales community in Brazil, the first step is to deeply understand your target audience. “Knowing the customer goes beyond demographic data. It is necessary to understand their desires, pains, 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 consistent digital presence, is one of the main weapons to differentiate.
Furthermore, investing in constant innovation, whether in the product, 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 the customer experience: service, after-sales, and support are powerful differentiators;
- Create a strong purpose and communicate it authentically;
- Use technology to your advantage: automation, customization, and data analysis are accessible and effective tools;
- Invest in niche markets: 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, gain the space that truly matters: consumer preference.
