Commoditization seems to be constantly nipping at our heels. Like gravity pulling us back to earth, natural forces tend to drive our products toward sameness with competitors over time. We’ve all seen what happens when this occurs: growth stalls and profit margins erode.
Business, technical and societal changes are making it harder, in some ways, to differentiate now than in the past. These changes include: the rise of powerful procurement groups, who force suppliers to deliver to standardized specifications; the improved visibility, via the web, into competitor offerings; the ready availability of non-proprietary technology; outsourcing of functions such as manufacturing, customer service and technology development; and just plain “me-tooism.”
Here are three things we can do to resist these forces and to differentiate from competition: