How Did Philip & I Meet - and How Can It Transform Your Own Business

Philip and I met in a workshop on how to craft your differentiation statement about a year or so ago.

And honestly? It was one of the most useful workshops I’ve done in a long time — because it mirrors my fundamental beliefs about client experience.

(Want to learn more on that: Watch this video about Your $1M+ CX)

During the call, we figured out that at the heart of what we offered, our services weren't all that different. But, in a later call we discovered our ICP's were different and how we delivered was different. That got parked in our differentiation statements.

Most people don't spend a lot of time developing out their client experience intentionally. It's done on the fly or based on what's easiest for them in delivery.

But, your CX should be focused on what sets you apart and what your clients actually need and want.

And all of that should be rooted in your differentiation statement.

In this crowded market, filled with more AI-led knowledge than actual experience, your differentiation statement is the real reason someone chooses you in a crowded marketplace.

It’s the line in the sand that says:

“This is what we believe.”

“This is how we work.”

“This is what you’ll get here that you won’t get somewhere else.”

Here is how you can craft your differentiation statement (step-by-step):

➡️ Step 1: What do you want to be known for?

Ask:

When clients describe working with me, what do I want them to say without prompting?
What belief or philosophy shows up in how I make decisions?
What do I consistently notice or solve that others miss?

➡️Step 2: How does that uniquely benefit your clients?

This is where most people jump too fast.

Instead of:

“I help founders with systems”

It becomes: “I help founders design businesses that give them back 10–20 hours a week without sacrificing client experience.”

The benefit must answer:

What friction disappears?
What becomes easier or faster?
What emotional relief do they get?

This is the felt outcome of being known for that thing.

➡️ Step 3: What does this cause you to do differently?

This is where your CX gets grounded.

Ask:

Because we believe this, what do we do that others don’t?
What do we refuse to do?
Where do we slow people down on purpose?
Where do we push clarity instead of speed?

This is the bridge between: “what I’m known for” → “how we operate”

And this is the step that keeps differentiation from becoming empty words.

➡️ Step 4: Now contrast the market

Only after Steps 1–3 are solid do you ask:

What is the dominant approach in my industry?
Why doesn’t it work for my clients?
What are people tired of but can’t articulate yet?

This is where:

“Most consultants jump in to fix what’s broken. We help you design what’s next.”

➡️ Step 5: Compress it into a differentiation statement

Now you synthesize:

**What you want to be known for

how it uniquely benefits clients
how it changes your approach(+ optional market contrast)

Here is my own example for VeriScale:

We design the systems and leadership structure that frees founders from micromanagement while protecting the client experience as the business grows.

Take 30-60 mins this week and craft yours. Use AI to help you flush it by copying and pasting all of what is above. Then post it below and share with the rest of the group.

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