What It Takes to Scale Up a Business (Part 2) — Creating a Differentiated Strategy

“If you don’t have a competitive advantage — don’t compete.” — Jack Welch

Most leadership teams can describe what they do.
Few can articulate what makes them different.

That’s the problem.

In a world of copycat products, rapid change, and constant noise, strategy isn’t about being better — it’s about being different.

The challenge? Most companies are too busy working in the business to step back and think strategically about how they’ll win.

This article — Part Two in our Scaling Up series — explores how to create a differentiated strategy that sets your business apart and positions it for long-term growth.

Step 1: Understand the Competitive Landscape

Before you can stand out, you have to understand what everyone else is doing.

Study your competitors:

• Who are the dominant players?
• What are their strengths and weaknesses?
• Where are the gaps in the market that no one’s filling?

As McKinsey notes, after the pandemic’s digital acceleration, most businesses now see technology as a key differentiator. But that also means the playing field has shifted — and the pace of change is relentless.

“You can’t outgrow what you don’t understand.”

Knowing your competitive landscape helps you identify opportunities where you can deliver unique value.

Step 2: Identify Your Unique Strengths

Once you understand the external picture, look inward.

Ask:

“What do we do exceptionally well that truly matters to our customers?”

Your strengths might include:

• An innovative, values-driven culture
• Fast decision-making or adaptability
• Superior customer service that creates raving fans
• Niche expertise that competitors can’t match
• Strong leadership and execution discipline

Get out of your own head — and into your customers’.
What do they consistently praise?
Why do they stay loyal?

Their answers often reveal your true differentiators.

Step 3: Understand Your Core Customers and Their Needs

Don’t fall for the innovation trap — chasing new ideas that don’t connect to real customer needs.

Your goal isn’t to innovate for innovation’s sake, but to align your innovation with your customers’ priorities.

Here’s a simple framework:

1. Identify – Gather customer insights through surveys, interviews, and social listening.
2. Distribute – Share those insights across teams so they guide decisions.
3. Create – Design products or services that solve your customers’ most pressing problems.
4. Collect – Continuously gather feedback and adjust your approach.

When your strategy is built around your customers’ needs, it becomes almost impossible to copy.

Step 4: Establish a Clear and Compelling Vision

Strategy without vision is just a to-do list.

You need a Big Hairy Audacious Goal (BHAG) — a long-term, measurable ambition that energizes your team and unites them around a common cause.

Clarity of vision builds alignment.
Alignment builds execution power.

“Only 22% of employees feel that leaders have a clear direction for the organization.” — Gallup

Define where you’re going, why it matters, and how every team contributes to getting there.

Step 5: Monitor, Evaluate, and Evolve

The best strategies aren’t static — they’re living systems.

Review your strategy quarterly. Measure what’s working and what isn’t. Adjust based on customer feedback, market shifts, and internal learnings.

Remember, strategy is not an event — it’s a rhythm.

The One Page Strategic Plan (OPSP)

The Scaling Up framework simplifies this entire process into a powerful tool — the One Page Strategic Plan (OPSP).

It helps leaders:

• Align teams around a shared vision.
• Focus on what truly drives growth.
• Maintain accountability and execution discipline.

When your team can see the strategy — literally on one page — clarity becomes contagious.

Final Thought

Differentiation isn’t found in spreadsheets — it’s built through insight, focus, and courage.

To stand out, you must:

• Understand your market.
• Know your strengths.
• Serve your customers deeply.
• Set a vision that inspires action.

Because in the end, scaling up isn’t about doing more.
It’s about doing what matters most — differently.

Want help defining your differentiated strategy?

Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.

TED BONEL, SCALING UP PRACTITIONER – STRATEGY & EXECUTION BUSINESS ADVISORS

Are you looking to scale your business and execute strategy with clarity and impact? I help CEOs and founders turn big ideas into real-world results, guiding small to mid-market companies through tailored strategic insights that drive growth.

My expertise lies in simplifying complexity – bridging high-level strategic frameworks with the practical realities of running a business. Unlike many consultants who focus solely on theory or execution, I specialise in both—translating strategy into actionable, transformative steps that deliver lasting results.

Want help defining your differentiated strategy?

Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.

ABOUT STRATEGY & EXECUTION

For over 20 years, Strategy & Execution has supported leaders and organisations in developing and executing winning strategies. We provide expert facilitation, executive education, and hands-on consulting to help businesses refine their strategic direction and implement it effectively.

Using proven methodologies like Scaling Up, E-Myth Mastery, Outthinker, and more, we challenge conventional thinking and equip organisations with the tools to accelerate growth. Our approach is dynamic—combining deep business experience with practical execution. We don’t just advise; we roll up our sleeves and work alongside you to make strategy happen.

If you’re preparing for a strategy development or execution challenge and are committed to creating real value, we’d love to hear from you. Learn more about our work or upcoming workshops