Differentiation

While I was talking to a customer of one of my clients (an accounting firm), she remarked, "We believe that your firm is more focussed on the manufacturing firms rather than service firms." ...Yikes!! I was aghast. When did that happen? I learned an important lesson in Marketing - If you don't differentiate yourself in the marketplace, your customer will do it herself. If you do not want your customers to confuse you with something that you are not, you better start telling them what you really are. (The assumption here is that you know what you really are.)