By Barbara Bix -
What if Tom’s of Maine had tried to match Colgate or Crest feature by feature? Would they have ever succeeded? How about Netflix?
Unique product positioning is the key to success
Each of these companies entered markets where there was a dominant player—yet both succeeded. They understood, what many of us often forget, that satisfying the unmet needs of a distinct market segment is far more important than matching the competition feature-by-feature. While these are consumer examples, the same product differentiation principles apply for businesses that sell to other businesses.
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