No one wants to believe their company’s solution is the same as their competitors’. Yet, in well-defined categories—from business services to technology—many companies can solve the same problems with similar capabilities and pricing.

If buyers can’t distinguish your solution from the rest, you look like just one more choice among many viable options. How do you create the competitive separation you need? How do you position your solution in a way that persuades buyers to choose you?

To answer those questions, Emblaze (formerly B2B DecisionLabs) partnered with Dr. Nick Lee, behavioral scientist and Professor of Marketing at Warwick Business School, to conduct a research study with 400 B2B professionals.

Get this research brief and find out:

  • How positioning the same features in a different way can completely change your buyer’s perception of value and preference for you.
  • What popular approaches to building value propositions turn out to be the least effective.
  • Why the popular adage “less is more” may be the exact wrong advice, and a concept called “telling details” changes everything you may have believed.


Memorable messaging and marketing , Customer acquisition


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