“We are unique!”

“Our product is totally different!”

“There’s nothing like it out there!”

I’ve heard this as often as I’ve had to change my 9-month-old baby’s nappies (diapers, in case you wondered). A lot!

Almost every founder and brand leader I meet feels their product offers something unique. However, they struggle to articulate a powerful and precise message to hold that claim. I’m sure you’ll agree that simply repeating “we’re different” doesn’t cut it.

Differentiation is not a nice-to-have. On the contrary, developing a successful brand positioning is critical for business growth. So let me share a simple and powerful tool to make it happen.

How to craft a message of differentiation that works?

We call this model the Three Strainers Test, and it’s as easy as asking yourself these questions: 

1) Is my product REALLY different? 

Get out of your head and identify how your product is distinctive in a meaningful way.

2) Is my unique value proposition RELEVANT to my desired audiences? 

Sometimes what makes us proudest about our brand is not what our audiences value the most. Ask yourself, what do THEY honestly care about?

3) How ownable is it OVER TIME?

How long before competitors catch up to us? Is my differentiator easy to replicate?

I’d like to let you know that this test is originally called the Three Hurdles and was developed by Scott Galloway, renowned author and Marketing Professor at NYU. We just couldn’t resist giving it a nickname… or a revamp. Sorry, Scott. 

Cool. Now an example, please.

Since you’re still here, let me share how we set Goctors apart. But first, what is Goctors? For context, it’s a health-tech startup based in Ecuador aiming to serve LATAM’s huge uninsured population.

Since its foundation, Goctors has focused on democratizing health by giving patients ownership of their complete health information and connecting them to previously unlinked health services. Still, their value proposition wasn’t clear, and their message wasn’t coming across.

We started by clarifying the offer, challenging biases, and empathizing with desired audiences to discover what’s relevant to them. This process led us to unveil the unique value proposition Goctors provides: having the ultimate all-in-one digital tool to control and manage everything health and wellbeing. We thought, “like a Nasa control hub!”

And then, it was time to put it to the test. 

1) Is it REALLY different?

The bottom line difference for Goctors lies in their focus on connecting all health services. Their mobile application and website allow users to manage their medical history, obtain scientific information analysis and connect directly with the services and health specialists that best suit them. Other health-tech startups offer specific solutions such as booking video appointments or managing medical history, but Goctors is a one-stop shop that goes way beyond the common features.

2) Is Goctors value proposition RELEVANT to their desired audiences?

Managing their complete medical history, exams, providers, and prescriptions in one place is highly valuable for chronic patients who often rely on different providers who are unaware of each other and each other’s prescriptions. So, heck, yes!

3) How ownable is it OVER TIME?

Developing the technology for an interconnecting ecosystem is arguably more complex and distant than a single approach solution, giving Goctors a considerable advantage to avoid immediate copycats.

How did we communicate this difference in a precise and appealing way? Through a simple analogy:

Goctors is the control hub for health and wellbeing.

– “Houston, we have a solution!”

By stepping away from the overly used medical-centre look-and-feel and incorporating organic traces and editorial illustrations, we embraced Goctors to communicate differently, look differently, and ultimately stand out from any other player in their category.

 Check out the complete Goctors case study.

Give the test a try, and let me know if your brand is truly unique-proofed.