Disproportionate Advantage—8 Proven Tools Create Powerful Points of Leverage

Click on any tool below to see why it matters (opens new window)

Buying Process	is the crux—it zeros in on important behaviors upstream and downstream from the actual purchase decision—behaviors that are the leverage points of your disproportionate advantage.
Action Segmentation®	targets customers based on actionable behaviors you can change.
Customer Portrait®	identifies drivers and barriers to key purchasing behaviors.
Competitor Assessment	predicts competitor actions and reactions and how those might affect your new strategy.
Benefit Ladder	points to what your customers find most important in considering their purchase decisions.
Whole Solution Comparison	stacks up your offering and benefits against your competitors’.
Positioning Statement	drives common understanding by succinctly articulating your marketing strategy.
Marketing Mix	develops high-impact marketing programs that target customer behaviors you need to change.