HOW PARITY PRODUCTS BECOME INDUSTRY LEADERS

There is no denying that in order to achieve competitive advantage, you have to do something differently from the competition. Something more advantageous. If you can.

That can be many things.

Your product can be cheaper, faster, tastier, prettier, higher quality, more colorful, full of more features, focused on fewer features, easier to use, easier to get, easier to get rid of, and on and on and on. These can all be useful for marketing tactics, but eventually will cease to be true as other products come onto the market.

They are all limited-window advantages. If you even have one of them, it won’t last.

So, whether you have the next Tesla or iPhone, the next Snapchat or Uber, or even the next Tidepod or Budweiser Chelada with Clamato, your company’s underlying POV, your unique value, is critical to ongoing success.

People are buying YOU, which is to say they are buying you and your product as conduits to them having a better version of themselves.

Yes, WHAT you have matters.

But WHY you have it matters for a lot longer.

Okay. You want some proof. Some examples? We’ve got some good ones.