Creating Customer Value:

Differentiation Strategy

Winning Customers

Creating Superior Value and Making People Happy To Buy From You

Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration and Innovation unlimited!


"You may have to fight a battle more than once to win it." ~ Margaret Thatcher


Competitive Strategies

Survival Strategies

Market Leadership Strategies

Low cost/benefit ratio

Creating higher customer value

...  More

Synergistic Marketing and Selling Vadim Kotelnikov Customer Value Proposition Service-Profit Chain Customer Intimacy Customer Care Customer Care Customer Partnership Differentiation Strategies Creative Marketing Marketing Strategy Listening To Customers Observing People Customer Value Creation Value Innovation Branding Differentiating with Different Types of People Effective Communication Influencing People Sales Success Relationship Marketing and Selling Persuading People Closing the Deal Retaining Customer Customer Service Customer Relationship Management Customer Satisfaction Ten3 Business e-Coach (full version) Synergy Customer-driven Innovation Marketing Strategy Mix How to Become an Irresistible Sales Communicator Customer Success 360: Creating Customer Value, Marketing,  Selling, Retaining Customer, Customer Partnership, Customer Intimacy

Venture Planning Checklist

Customer Assessment

  • Is your venture based on a true marketplace need, not an idea from your family and friends? Do people really want this or do you think they need it? Want wins over need... More


Three Parts of Your Differentiation Strategy3

  1. Positioning: Have a simple idea that separates you from your competition

  2. Trust Building: Have the credentials or the product/service that makes this concept real and believable

  3. Awareness Creation: Build a program to make your customers and prospects aware of this difference

10 Commandments of Innovation

7 Tips for Effective Positioning

Customer Care As the Mindset of Business Success

Customer care is not a technique, it is a mindset. It is a customer-focused corporate mindset  and culture that inspires teams to keep creating and delivering extraordinary customer value and thus helps companies acquire new customers, provide superior customer satisfaction, and build customer loyalty... More

Build Your Sustainable Competitive Advantage

Sustainable competitive advantage is the prolonged benefit of implementing some unique value-creating strategy based on unique combination of internal organizational resources and capabilities that cannot be replicated by competitors... More

Create Customer Value

From the customer's point of view, your company exists only to create value for them, to provide them with results. People buy specific, tangible, practical solutions to real-life problems, not generic possibilities and life-betterment concepts. The more you understand your prospective customers' most pressing problems, the easier it is to sell solutions that you can deliver.

You need to identify these hidden values to be able to satisfy them and thus win customers. Furthermore, in the new rapidly changing economy, the focus must be on the way in which the nature of value is changing, involving new ways to price goods, innovation, customer engagement, and emotion... More

10 Lessons from Matsushita


All progress and innovation is the result of finding new – often radically new – better, cheaper, easier, or different ways to do things and solving customer's problems. This requires the continual honing of your creative thinking and entrepreneurial creativity arts and skills, The benefits of functioning more creatively can be enormous. You can win customers and retain them by producing more or of better quality or cheaper or faster or differently – and this requires doing things in new ways, differently, using creativity... More

Customer Value Proposition

Your company should deliver a particular customer value proposition to a definable market in order to exist. The delivery of the customer value proposition relies on a business design, which uses key business processes to harness the distinctive capabilities, competences and resources of your firm to deliver superior value to relevant markets. Customer value propositions and business designs compete and collaborate for customers, resources, infrastructures and skills on strategic landscapes.4... More

How To Create Amazingly Seductive Offers

Selling Is Problem Solving

An irresistible offer is an "invitation" that is so clearly compelling, so powerful, and so obviously attractive that no one in his/her mind could refuse.

The million-dollar question is: how can you make your offers amazingly seductive?

Here’re some "Whip Up An Immediate Buying Frenzy" tips... More

Buzz Marketing


Advertising is a powerful way to differentiate your products and services. Doing business without advertising, it has been said, "is like winking at a person in the dark. You know what you are doing, but no one else does!"1... More

Selling by Coaching

To be a great salesperson, you must treat your prospective customer as a player who wants to achieve extraordinary results. You are to help the player win.... More

Become an Irresistible Sales Communicator

Despite what most books and seminars teach, successful selling is not a set of strategies, techniques or tactics to get the prospect to buy.

Rather it is a state of mind -- yours and your customer's -- and set of behaviors that creates compelling win/win outcomes for everyone... More

How To Present with Passion

Selling is a transfer of emotions. When you speak, do your listeners sense how strongly you believe in what you're saying? If you want people to give you their undivided attention and feel compelled to heed your advice, they must hear and see in you an unwavering commitment to your message... More





  1. "The Business Enterprise Handbook", Collin Barrow, Robert Brown, Liz Clarke

  2. Differentiate or Die, Jack Trout with Steve Rivkin

  3. "The Power of Simplicity," Jack Trout

  4. The 22 Immutable Laws of Marketing, Al Ries & Jack Trout

  5. Agenda, Michael Hammer

  6. Customer Intimacy, Fred Wiersema