Reevaluating the Relevance of the “Differentiation” Question in Modern Business Requests
In the realm of business proposals and client questionnaires, certain questions have become almost universal—regardless of their current relevance. One such question is: “Tell us how you differ from your competitors.”
Recently, I encountered a scenario where I struggled to remove this question from a client’s project specifications, simply because it had long been a staple in our standard forms. The argument presented was that “we always include that question,” implying a perceived necessity rooted more in tradition than in practical value.
While including such a question doesn’t necessarily cause harm, I question its effectiveness and purpose. In my experience, the responses provided are often optimistic or generic, and rarely give meaningful insight into the true competitive advantages of a business. Clients tend to craft responses that are either vague or overly promotional, making it challenging to derive actionable distinctions from their answers.
Furthermore, much of the genuine differentiation is articulated throughout other parts of the proposal or questionnaire—through case studies, client testimonials, unique service offerings, or specific technical advantages. These elements tend to paint a more authentic picture of what sets a business apart than a standalone statement in response to a broad question.
So, why do we continue to include the “differentiation” question? It seems rooted in tradition rather than strategic value. Incorporating it blindly can lead to superficial responses that may distract or even mislead rather than illuminate.
Perhaps the answer lies in reassessing the tools we use to understand our clients’ unique positioning. Focusing instead on targeted, meaningful questions that uncover genuine competitive advantages will likely yield more valuable insights than generic prompts.
In conclusion, while the “Tell us how you differ from your competitors” question persists in many business forms, it’s worth considering whether it adds real value or merely perpetuates an outdated convention. As professionals, we should continuously evaluate the relevance of standard inquiries and refine our approach to elicit truly insightful responses that drive strategic decisions forward.
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