How do you show customers that your product is different - and better - than competitors'? Aaron and Whitney Cordovez, Cofounders of Zulay Kitchen, talk about how they differentiated their brand in the crowded "kitchen gadget" category.And Rita Gunther McGrath, a best-selling author and professor at Columbia University Business School, shares her five-step discovery-driven planning process to help you succeed.Learn how to find out what really matters to your customer, and what to think about when you're just starting out to ensure you stand out from the crowd.—(05:10) Considerations Zulay Kitchen made to ensure their products are different(12:44) What is discovery-driven planning(16:02) How to find out what really matters to your customer(18:15) Considerations to make when starting out that will help you stand out—Click HERE to leave us a message!By submitting your voicemail, you’re granting us permission to use the recording in episodes of This is Small Business. Please note, voicemails will not receive direct responses. For help with other questions to Amazon unrelated to this show, you can reach out to Amazon’s customer service team at amazon.com/contact-us.