News & Insights

It’s the paradox of success. Your latest product launch was a hit. Your company is growing. Soon, imitators come calling from all sides. And eventually, due to low barriers to entry, your entire market becomes commoditized, forcing all competitors to compete largely on price as the differences between their various features and benefits become very fuzzy….

Companies spend inordinate amounts of time and resources to understand what their customers and prospects want and how they will act (and buy). You invest heavily in market research, online surveys, customer interviews, focus groups and more to inform your marketing and PR strategy. And you do gain some measure of how to better position…