The two questions that change everything.
Stephen Covey had a framework that changed how I think about differentiation.
It’s simple. Deceptively simple. Just two questions:
One: What are you good at? #
Not what you’ve been told you should be good at. Not what the market seems to want. Not what looks impressive on paper.
What do you do brilliantly? What comes naturally? What do people consistently comment on? What do you lose time doing because you’re so engaged you forget to check the clock?
Write this down honestly.
Two: What does your market need? #
Not what they say they want. Not what your competitors offer. What do your ideal clients genuinely struggle with? What would transform their situation? What would they pay for if they understood the value?
Write this down too.
Now find the intersection. #
The magic happens where these two circles overlap. That intersection: the place where your genuine strength meets your market’s genuine need. That’s your differentiation.
It’s not about being the best at everything. It’s about being exactly what the right people need most.
Here’s why this matters. Most business owners get stuck trying to expand beyond that intersection. They think they need to be broader, serve more people, offer more services. But the moment you leave that intersection you’re competing with everyone else who’s trying to do the same thing.
The intersection is your competitive advantage precisely because it’s specific. It’s yours.
The courage required isn’t about being different #
It’s about being honest.
Honest about what you’re good at (and what you’re not). Honest about what your market truly needs (not what you wish they needed). Honest about where these overlap.
Once you’re clear on that intersection, everything else becomes easier. Positioning. Pricing. Saying no. Attracting the right clients.
You stop trying to be everything. You start being exactly what matters.
Two questions. An honest answer to each. The intersection reveals everything.
That’s it. That’s the entire framework.
Thank you for reading.
Author: Richard Bull-Domican, founder of New Era Financial Introductions, a B2B lead generation consultancy with over twenty years of experience. The perspectives shared here come from two decades in the field; not theory, but practice.
I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
