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# Different is distinctive — Kelford Labs Daily
- URL: https://kelfordinc.com/different-is-distinctive-kelford-labs-daily/
- Published: 2025-10-17T10:25:17.000Z
- Updated: 2026-01-18T15:14:15.000Z
- Description: Say this to stand out.
- Author: Joel Kelly
- Tags: camouflage, clarity, Daily Labs, different, preparation, presentation

> “Differentiation is the essence of strategy, the prime source of competitive advantage. You earn money not just by performing a valuable task but by being different from your competitors in a manner that lets you serve your core customers better and more profitably.

> The sharper your differentiation, the greater your advantage.”  
>  
> — Zook & Allen, “The Great Repeatable Business Model” in HBR

I’m going to an advertising industry awards/networking event tonight. Well, last night, when you’re reading this.

I’m going to see a lot of old industry friends, past coworkers, and current and former clients.

**And I’m wondering what I’m going to say when someone asks what’s new, or what I’m up to.**

Been there before? I bet you have.

There are a few ways to approach this, depending on what [I want to happen next](https://kelfordinc.com/better-to-be-different-kelford-labs-daily/):

**1) If I don’t want to continue the conversation, I’ll say: “I’m a marketing consultant.”**

Because *nobody’s* going to ask a follow-up question about that. I mean, it’s an advertising industry event, after all. Most of the people there will be marketing consultants in one form or another. So no one cares to hear more about my particular consulting.

**2) If I want to continue the conversation, though, I can say: “I do marketing for communicators: Advisors, consultants, and fellow marketers. Basically, we show you what to *say* to demonstrate your value to ideal clients at a *distance*.”**

No one will have heard *exactly that* twenty times already during the evening. It’ll stand out, just a little bit, without feeling weirdly rehearsed or catch phrase-y. And it might be *exactly* what they’re looking for.

Now, I’m not really going to the event to pitch or pursue new business actively. Honestly, being social at all is often a hard enough challenge.

But I don’t want people to wonder what I’m doing, or miss an opportunity if someone needs what I do done for them.

So the next time you have an opportunity to tell someone what you do, think about that:

- **If you want the conversation to end, give them a job title or function.**
- **If you want to keep talking, tell them what you *do*.**

And they might just need it done for them.

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*Reply to this email to tell me what you think, or ask any questions!*

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows communicators the way to always knowing what to say.***