What makes our company different from others in this industry?

Don't limit your answer to what you learn online about them and their competitors. When interviewing for a job, try to shift your perspective slightly and consider that you are interviewing to be a representative of the company. And in order to be trusted to represent their brands to their customers and the public, you'll need to have a cursory understanding of their standing in their market and how they position and differentiate themselves from their competitors, including their language and value propositions.

"While preparing for this interview, I learned that Company ABC has made significant strides in the past 24 months in its Diversity, Equity, and Inclusion efforts. I appreciate that Company ABC recognizes issues with equality in the workplace and the benefits it offers towards greater innovation. I was thrilled to read about the company's initiative to bring more inclusive hiring practices to the company aiming to influence new standards in the industry. This example is just one of many that set the company apart from its competitors and why I would be honored to join this thoughtful organization."

You'll want to go into your interview fully versed in their language and value propositions. The language they use to distinguish what sets them apart should be easily identifiable on their website. Devote time to learning the company's business principles, values, mission, and goals. Explore their news, blogs, or other resources, and familiarize yourself with those efforts that have resulted in recognition and awards, which they proudly advertise online. If you don't have enough information to go on after reading their blog and news and the messaging on their site, call their customer service department, ask them about their products, and pay attention to how they differentiate themselves from their competitors.