Four firms pitched. All four said ‘partnership’.

A claim that appears in every rival’s proposal isn’t a differentiator: it’s an entry requirement. Two tests separate the two, and most claims fail both.

By Steve 5 min read
Abstract bridge artwork for Four firms pitched. All four said ‘partnership’.

A buyer runs a competitive process, shortlists four suppliers, and reads four documents that say roughly the same thing. All four are experienced. All four are responsive. All four describe themselves as a partner rather than a vendor. All four have a proven process, a senior team and a commitment to quality. The buyer now has to decide, and the only attribute that visibly varies across the four is the number at the back. This is the most expensive positioning failure in professional and B2B services, and it is almost…

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