Mark Osborne argues that matching competitors on basic features isn't enough. Real wins come from differentiation and creating new categories, like opening sooner when that's what customers actually value.
of the long list of features and benefits that are really sort of points of parity, uh, in the marketplace that everyone has. And so if you don't have them, you're not even, you know, it's table stakes. Uh, and, and there's an old phrase, you know, you never win on parity, you win on differentiation. For sure. So when they come in and talk about, you know, we are opening sooner, that's difference. We're focused on the thing that we know is most important to you, uh, and that That creates a whole new category for this business rather than, you know, competing on the benefits of the category of, isn't it nice to have someone that has all these things? Yeah, but everyone in the category has that.
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