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When

everything

is the same:

differentiate

In many business-to-business
sectors competitors often look,
sound and feel the same. All make
similar claims and differentiation
is hard to discern leading to the
‘symptom of price’.

A dominant ‘physical’ position (based on market share The defining characteristic of Therefore positioning is not
and revenue alone) does not guarantee or sustain competitive advantage is not only rational it is emotional
competitive advantage. Likewise, technical performance only measurable difference but too. Differentiation comes
and tangible measurement cannot explain why the the perception of difference. when the two sides are
underdog can position itself to succeed or an identical When everyone zigs, you zag. balanced and in harmony.
product can win at a higher price.

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