How do you show customers that your product is different - and better - than competitors'? Aaron and Whitney Cordovez, Cofounders of Zulay Kitchen, talk about how they differentiated their brand in the crowded "kitchen gadget" category.

And Rita Gunther McGrath, a best-selling author and professor at Columbia University Business School, shares her five-step discovery-driven planning process to help you succeed.

Learn how to find out what really matters to your customer, and what to think about when you're just starting out to ensure you stand out from the crowd.

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(05:10) Considerations Zulay Kitchen made to ensure their products are different

(12:44) What is discovery-driven planning

(16:02) How to find out what really matters to your customer

(18:15) Considerations to make when starting out that will help you stand out

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How to Differentiate Your Product

This Is Small Business