Most companies pour their energy into portraying how they are different from their competitors. They pepper their marketing and sales messaging with such words as “leader,” “outstanding,” “best,” “oldest,” “bigger,” “innovative,” “first,” and “exceptional” to set themselves apart from the pack.

Unfortunately, it turns out that their efforts are self-serving, and less than compelling. Worse yet, they give companies a false sense of security when it comes to customer loyalty. Customers leave when they find something better, not just different.

Better is the key. In other words, it’s more productive to focus on how a business is superior to the competition. This measurable approach is energizing and compelling; it tells the story of why they’re different.