Differentiation means setting yourself apart from the competition. It means credibly communicating the value that you can provide, but your competitors can’t, so that clients will hire you over the competition. It’s a promise of the superior performance that they can expect from you.

In this lesson, you’ll learn about differentiation, why it has become so crucial in today’s legal-services market, and the powerful competitive advantage it affords. We'll also discuss several challenges you'll face as you achieve this competitive advantage. Lastly, we'll examine how to make claims that credibly communicate, to potential clients, the unique value that you bring to the table. We’ll learn three questions you can ask yourself to decide which of your claims are most apt to resonate with potential clients.