Yesterday, I shared the first part of an interview I conducted with Roy Osing, author of a wonderful new book called “BE DIFFERENT or be dead.” Today, we’ll wrap up that interview with a few closing questions.

You touched on technology a bit in the book, however, I was interested in what your feelings are toward the internet and social media. How are these tools affecting how businesses’ approach meaningful differentiation? If you were starting up a small business in today’s market, how would you use technology to help you BE DIFFERENT?

“I tend to view technology as an “enabler of VALUE” as opposed to the source of differentiation. Let the customer drive what you do rather than the technology. Too many technology (product) foggers out there.

That said, the internet and social media can be extremely important as a MEANS of creating awareness for, promoting and delivering the unique customer VALUE you have decided to provide your target audience.

The challenge remains, however, to use these tools in a manner that is DiFFERENT than others. Make sense? Good question.”