Product differentiation is always key in an evolving market. Obviously continue to invest in improving your product or service offering by one upping or even leapfrogging the competition. Or you can make an acquisition that strengthens your combined position. That being said, and this is important, your product differentiation is not your only asset. Quality and customer service are critical to retaining your leadership and customer base. If you are the market leader, then you continue to drive to be the lowest cost producer, while offering the superior quality and customer service. Having the best product or service means nothing if you don’t take care of the customer first. That is the best differentiator.

The best way to continue to stay ahead of competitors is to put the following on steroids: 1. Continue to invest in research and development - to continue to innovate 2. Increase your investment in branding and connecting with your customers - drive brand awareness and identify 3. Double down on communication and clarification of features and benefits that makes your product stand out - showcasing the reason to believe. Simplifying communication around what the product can do and why your product is different and better than competitors will continue to make your product stand out of the rest of the product. Executing on the above actions will definitely continue to set your product apart from competing brands.

Listen to your customers and build trust among sales teams. Motivated sales teams will be more focused to your customerˋs needs. Offer customer’s service like no other.