If you want to beat the competition then
- if you do something a 'little better' then you may compete but you won't beat! Price becomes central to the comparison.
- if you do something differently then you are competing and potentially beating the competition. Value then becomes more central to the comparison.
It is rarely the 'what ' of the product but the 'how' of the product that creates a premium for the brand.
The issue is whether you can be brave enough to split your approach
- For existing product/service/market....how can you do it a little better?
- For the future products/services/markets...how can you do it differently?
