BEING UNIQUE, WITHOUT A DIFFERENCE

"Making Differentiation Make a Difference" published by Strategy+Business is one of those interesting articles that stating the obvious will make us think even more.

"It is a widely accepted and rarely challenged tenet of marketing" say the authors, "that companies can sustain competitive advantage only through “new and improved” product differentiation based on unique features and benefits. What a mistake."

"This argument is not intended to advocate that companies take their eye off product innovation. In fast-moving industries, where the value added to products and services may quickly be commoditized, it’s essential for companies focused on category expectations to be keenly aware of the product features that customers want, and to continue to deliver them as they improve their offerings and the expectations for the category. If they do not do these things, companies risk losing market leadership."