The tyranny of choice -- Whatever happened to the U.S.P. -- Reinventing the U.S.P. -- Quality and customer orientation are rarely diferentiating ideas -- Creativity is not a differentiating idea -- Price is rarely a differentiating idea -- Breadth of line is a difficult way to differentiate -- The steps to differentiation -- Diferentiation takes place in the mind -- Being first is a differentiating idea -- Attribute ownership is a way to differentiate -- Leadership is a way to differentiate -- Heritage is a differentiating idea -- Market specialty is a differentiating idea -- Preference is a diferentiating idea -- How a product is made can be a differentiating idea -- Being the latest can be a differentiating idea -- Hotness is a way to differentiate -- Growth can destroy differentiation -- Differentiation often requires sacrifice -- Being different in different places -- Maintaining your difference -- Who is in charge of differentiation

1. Marketing
2. Advertising -- Brand name products
3. Brand name products
4. Competition