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Differentiation is about being different in a way that causes a target (customers, members, employees, visitors, etc.) to prefer your offering (company, association, city, etc.) to alternative offerings. The webinar will explain the five-step process for creating a differentiation strategy: 1) segmenting the market, 2) mapping your existing strategy to the "as is" strategy canvas, 3) creating and mapping your new strategy to the "to be" strategy canvas, 4) creating the value proposition, and 5) diagramming the activity system that will implement the strategy. The webinar will emphasize a number of methods for identifying differentiation opportunities (e.g., journey mapping, jobs-to-be-done, etc.) and creative problem-solving methods for capitalizing on the opportunities.