Week Three dives into the heart of differentiation by defining what makes your business unique using entrepreneurial novel, “Why Should I Choose You” and the VRIO framework.

Students learn to create a core proposition that clearly communicates why customers should choose them, and how this differs from a mission statement. Through interactive exercises, they build their own business architecture and draft a “core story” script. The week also introduces the VRIO framework, helping students evaluate their competitive advantages and strengthen their positioning in the market.