It is natural to discuss a product in terms of its features and functionality, especially in the high-tech industry where we often get caught up in the excitement of the technology itself and capability. Unfortunately many often do not build emphasis on where the product is positioned i.e. for whom, what problem is it solving and what it really does for the consumer of the technology.
When a product is marketed we also try to go head-on with our competition on speeds and feeds vs. delivering in context of the real world value to the customer.
One strategy to build competitive advantage is to continually stand back and ask "are we delivering in context, are we communicating relevance"? If so, we can and will achieve differentiation. The diagram above gives examples of context and relevancy e.g. is our product being sold and communicated in the customers specific market need, moreover are we leveraging our own portfolio to achieve differentiation? A winning strategy for many vendors is to show the intrinsic value of the product in context of other products and from the same company. So.. checking context of where, whom, why and asking if we are relevant, CAN achieve differentiation and a competitive advantage that is hard to attack as there is no longer a single point to attack as we surround our competitors with value from multiple angles and facets.
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