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（The article has been updated on Jan.24, 2025 to make the text concise and cohesive)

Want to make your next presentation stand out? The key might lie in a simple but powerful lesson I learned years ago.

Back in September 2013, I attended a conference in Shanghai, eagerly awaiting the keynote speaker. The man who stepped up to the podium was Ge Li, the founder and CEO of WuXi Apptec, one of China’s leading biotech companies. His message was straightforward yet profound: “Tell what differentiates you from others.”

At the time, it seemed like simple advice, but over the years, I’ve come to realize just how crucial this concept is—not just in business, but in any field where competition is fierce.

Ge Li’s Story: A Masterclass in Differentiation

When Ge Li founded WuXi Apptec in 2000, China’s biotech industry was in its infancy. Most professionals returning from the U.S. sought stable, high-paying jobs at multinational companies. Ge Li, however, took a bold leap and launched a contract research organization (CRO). Despite the modest beginnings, with a focus on chemistry, WuXi gradually expanded its offerings, eventually providing essential services for international pharmaceutical companies conducting clinical trials in China. Today, WuXi is a global player in biotech, outpacing many larger competitors.

WuXi’s growth is a textbook example of how differentiation can make all the difference. While many others in the field were playing it safe, Ge Li’s company stood out by offering something new and valuable. Over time, investors have recognized that businesses that can clearly articulate what sets them apart are more likely to succeed.

"Not What, But How"

Fast forward two decades, and WuXi remains a leader in the biotech space despite facing challenges like growing U.S.-China competition and restrictions under the U.S. Biosecure Act, which limits business dealings with certain Chinese companies. Yet, WuXi's ability to consistently differentiate itself remains at the heart of its success.

I was reminded of the importance of differentiation at a recent biotech conference in Boston hosted by BioSpark, a nonprofit organization. The event brought together experts from various fields, each presenting their ideas in distinct ways, emphasizing the importance of standing out.

For instance, Professor Feng Guoping from MIT presented a series of studies on mouse models, showing intervention methods and their predictive outcomes. Professor Gordon Freeman from Dana-Farber Cancer Institute focused on the limitations of immunotherapy in cancer, highlighting challenges and breakthroughs in identifying new cancer targets. Meanwhile, Professor Manolis Kellis from MIT used vivid visuals to showcase the potential of artificial intelligence in drug discovery. Each speaker’s approach was unique and engaging, offering something different to the audience.

These presentations reinforced a key point: differentiation is vital, not only in business but in how we communicate and present our ideas. Whether you're pitching to investors, presenting at a conference, or simply engaging in conversation, your ability to stand out can make all the difference.

The Pitfalls of Overloading Your Audience

One common mistake presenters make is focusing too much on their own message and not enough on the audience’s needs and interests. Instead of offering a clear, compelling message, they risk overwhelming the audience with irrelevant details.

To be effective, you need to clearly highlight what makes you, your product, or your business unique. This is the first step in capturing the attention and trust of your audience. When your differentiation is clear, the value you offer becomes apparent.

A great presentation isn’t just about the information you convey—it’s about how you deliver it. Your message should be concise, well-organized, and memorable. The order in which you present your key points matters—prioritize what’s most important and back it up with clear, relevant evidence. The goal is to engage your audience and make your message easy to follow.

The Core Principle: Stand Out

The core principle is simple: to stand out, you need to offer something unique. Differentiation is what will attract your audience and make them want to listen to you. Ge Li’s advice remains as relevant as ever, and WuXi’s rise is a testament to the power of differentiation in a competitive market.

As you prepare for your next pitch or presentation, ask yourself: What makes you or your business different? What value can you offer that others cannot? The ability to clearly articulate your unique strengths is the key to capturing your audience's attention.

Ready to make your next presentation stand out? Need help crafting a powerful, differentiated message that resonates with your audience? Let’s work together to create clear, compelling communications that will elevate your impact. Subscribe to Essential Going Global Insights for more strategies on how to craft and deliver your message effectively.

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Thank you—and don’t forget to thank yourself!