Monthly Archives: September 2014

‘Benefit’ and ‘value’ are often used interchangeably, and therefore incorrectly, in conversations about which aspects of a product or service will make it most compelling to potential customers.   I have seen this misuse cause a host of problems for sellers because confusing the two often results in erroneous expectations being set and faulty conclusions being […]

There has been a great deal said in recent years about competitive advantage (CA).  Unfortunately there are almost as many definitions of competitive advantage as there are of strategy—always a source of confusion for those looking for a practical understanding of a topic that they can apply to their businesses. Having a competitive advantage is […]

There have been a number of articles and posts that maintain a company’s business strategy and its marketing strategy are one and the same.  Although they certainly have a number of things in common, each addresses different issues a company faces in a competitive market.  As such, I believe assuming such equivalence is a mistake […]