Don’t Differentiate, ‘Betterate’

Posted by John Webb on March 23, 2012 · Leave a Comment 

The prevailing wisdom in marketing is that you have to differentiate your product or service in order to create and sustain competitive advantage. In the modern age of omnipresent innovation, constantly fluid markets, and ultra-consumerism, being different is no longer enough…it’s about being better. (Sir) Jonathan Ive highlighted this phenomenon as a central belief and … Continue reading →

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