When it comes to branding, differentiation is the key to standing out in a crowded marketplace. But how do you ensure that your unique value proposition is truly unique? Enter the Can’t/Won’t Test, a simple yet powerful framework to clarify your brand’s distinctiveness and ensure it resonates with your audience.
Let’s break it down.
What is the Can't/Won't Test?
At its core, the Can't/Won't Test is a method to evaluate whether your brand offers something that competitors cannot replicate or will not replicate. This test challenges you to look beyond surface-level claims and pinpoint what truly makes your brand irreplaceable.
Can't: This is about capabilities. What do you do that your competitors literally can’t copy? Maybe it’s proprietary technology, a rare skillset, or exclusive access to a resource.
Won't: This focuses on intent. What do you offer that competitors won’t bother to replicate because it doesn’t align with their priorities, values, or strategic goals?
Together, these questions create a litmus test for meaningful differentiation.
Why the Can't/Won't Test Matters
In an era of endless choice, customers gravitate toward brands that are clearly different, not just incrementally better. If you’re trying to compete by tweaking your offerings without addressing real gaps or desires in the market, you risk being seen as interchangeable—and that’s a dangerous place to be.
The Can't/Won't Test ensures: ♦️ Your differentiation is clear and defensible. ♦️ You’re not competing on features or price alone. ♦️ Your brand is aligned with customer values and expectations.
Applying the Can't/Won't Test to Your Brand
Here’s a step-by-step guide to using the Can't/Won't Test in your business:
1. Identify Your Differentiators
Start by listing what you believe makes your brand unique. Be honest and specific—vague statements like "great customer service" or "high quality" won’t cut it.
Example: You’re a boutique coffee roaster, and your differentiator is a commitment to direct sourcing from small, sustainable farms.
2. Run the 'Can't' Test
Ask: What can’t my competitors replicate, even if they tried?Look for elements that are locked in by your resources, expertise, or structure.
Example: Your relationships with farmers are built on decades of trust, and you have exclusive agreements for specific coffee beans. Competitors can’t just swoop in and establish that same network overnight.
3. Run the 'Won't' Test
Ask: What won’t my competitors do, even if they could?This is where values, focus, and business models come into play.
Example: Your direct sourcing method prioritizes quality over volume, which means higher prices and lower margins. Larger coffee brands won’t replicate this because their model relies on volume-based profits.
4. Validate with Your Customers
Once you’ve identified your “can’t” and “won’t” factors, test them with your audience. Are these differentiators meaningful to your customers? Do they solve a problem or fulfill a desire in ways that resonate?
Example: Your customers value sustainability and artisan quality, which aligns with your direct sourcing strategy.
5. Communicate Your Unique Value
Now that you know your can't/won't factors, weave them into your brand story and marketing. Use every channel to highlight what makes you irreplaceable in your customers’ eyes.
Real-World Example: TOMS Shoes
Let’s apply the Can't/Won't Test to TOMS Shoes.
Can't: Competitors can’t replicate TOMS’ brand equity built around the "One for One" model, where each purchase funds a pair of shoes for someone in need. TOMS was a pioneer in this space and owns the emotional connection with customers who value giving back.
Won't: Many competitors won’t embrace the “One for One” model because it requires sacrificing short-term profit margins for long-term brand goodwill. For most, this trade-off doesn’t fit their strategy.
The Can't/Won't Advantage: Strengthening Your Brand
Brands that pass the Can't/Won't Test consistently outperform those that don’t. Why? Because their value is clear, compelling, and nearly impossible to replicate. This framework doesn’t just help you find your unique edge—it ensures that edge remains sharp, even in competitive markets.
So, the next time you’re crafting your brand strategy, take a step back and ask: What can’t they copy? What won’t they try?
By answering these questions, you’ll build a brand that’s not only different but unforgettable.
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