Business C1 · Unit 1 · Workbook

1B. Workbook — What sets you apart

Homework · consolidation · discursive practice

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Vocabulary

Positioning — review

8 min

  1. A 'value proposition' is:

  2. 'Reputation capital' can be spent, most obviously, on:

  3. 'Adjacency' becomes useful when a business:

  4. The clearest 'differentiator' answers the question:

Word bank — drag or tap, then tap a gap
  1. Their real  drop _ isn't the algorithm; it's the way they explain it to non-technical buyers.
  2. The natural  drop _ from consumer to enterprise is not obvious for a brand this playful.
  3. Every founder has a  drop _ — his is walking into a customer meeting with no deck.
  4. The wider the  drop _ between vision and delivery, the more expensive next year's PR becomes.
  5. Their  drop _ shifted overnight when they killed the free tier.
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