The Power of Differentiation with Barry LaBov: How Iconic Brands Stand Out and Succeed

In this powerful conversation, Michael D. Levitt and branding expert Barry LaBov explore the critical role of differentiation in today’s hyper-competitive and fast-moving business world. It’s not about being the biggest or best in every category—it’s about being unmistakably you.

The Human Edge of Differentiation
Barry opens with a compelling take: while modern tools have made producing fast, mediocre content easier, what sets brands apart today is authenticity and humanity. He warns that failing to stand out leads to commoditization, lower profits, and disengaged teams. The takeaway? Know what makes you unique—and amplify it with intention.

Purpose Starts with "Who Are We?"
Michael shares a story from a nonprofit healthcare board meeting where a simple but profound question was raised: “Who are we?” That moment sparked a conversation about alignment, identity, and clarity. He reminds leaders to pause regularly, assess direction, and stay grounded in purpose. Barry echoes this, referencing Simon Sinek’s “Start With Why,” but adds: you also need to clearly explain what you do and how it fulfills that purpose.

Belief Begins Within
Barry shifts the focus inward, discussing how employee belief in a company's mission and differentiation directly impacts its longevity—citing that 16 of 17 startups fail within 10 years. His latest book, written during the COVID-era resignation wave, focuses on helping companies win hearts and minds through internal and external clarity. Real-world stories and practical frameworks help teams rediscover what makes them special.

Small Shifts, Big Impact
Michael dives into adaptability with a brilliant metaphor: changing the lighting in a room can completely alter its feel without replacing the furniture. In the same way, businesses often need thoughtful tweaks—not complete reinventions. He also addresses current workplace trends—like post-2021 turnover and return-to-office debates—urging leaders to listen to their people and lead with empathy and internal communication.

Say It Like You Mean It
Wrapping up, Barry and Michael discuss how language shapes culture. Self-deprecating phrases like “best kept secret” can quietly undermine confidence inside and outside the organization. Instead, leaders should communicate honestly and boldly about their value—without veering into ego. Michael even mentions recommending Barry’s book to a client struggling with this exact challenge.

Key Takeaways:

True differentiation stems from authenticity, not superiority.
Purpose is revealed by asking the hard questions—internally and externally.
Your team must believe in what sets your organization apart.
Minor shifts in leadership and culture can produce major results.
How you describe your business matters—internally and externally.

🎧 Tune in to gain clarity, purpose, and practical insights that help your brand rise above the noise—without losing your soul.

Barry is a two-time Ernst & Young Entrepreneur of the Year and founder of LABOV Marketing, Communications, and Training. He has helped global brands like Harley-Davidson, Audi, and The Macallan Scotch differentiate and thrive.

He’s also the author of The Power of Differentiation, a #1 New Release in Marketing on Amazon, now distributed by Simon & Schuster and requested by universities like Cambridge, Stanford and Chicago Booth.  

Beyond brand strategy, Barry co-hosts Difference Talks, where he’s interviewed best-selling authors like Bob Chapman, Seth Godin, Ron Baker, and Joe Pine; CEOs including Johan de Nysschen and Betsy Pepine; and Grammy winners Ranaan Meyer and Cliff Goldmacher.

With over 80 podcast appearances, he’s passionate about sharing real-world lessons on differentiation, leadership, and overcoming challenges.  