Big Tech Companies seem to be obcessed with “Differentiation”

by Glenn

HP confirms it’s working on a new smartphone, promises something different

“Being late you have to create a different set of proposition. There are still things that can be done. Its not late. When HP has a smartphone, it will give a differentiated experience.” …

HTC executives promise “disruptive tablet” and wearables

Wang promises that a new HTC slate will be “something nice and disruptive.”

There is so much focus on being different. But every time I see a CEO of whatever company say that they will focus on a “differentiated experience” or a “disruptive product” I cringe a little.  Why are none of them mentioning a focus on making a better product, a better experience, or perhaps come out bold and say that they will be releasing the best product they ever released etc…  They keep coming back to the same focus of being different, for the sake of being different.

Now differentiation, that’s nothing new of course.  In order to be more visible in the sea of existing devices, you do have to make yourself stand out.  It just seems like some of the companies are so focused on being different that they lose sight of what’s important, which is to make a great product that customers love using.

Being differentiated should be an after thought after you’ve worked out how to make the best product you can.