Features tell, but it's BENEFITS that sell! | Small Business #Marketing Tips

You can be pretty sure that at a certain point in time, the thing that's been making you money all this time is going to go away. First slowly, then really quickly. The world changes, the markets change, the competition evolves. New innovations allow problems to be solved in other ways. The reasons can be many and complex. Technological advances can even make the customer problem you're solving today disappear altogether. Pretty much every category player offers the same product features, or will have soon, especially in B2B. Any incremental technology-based innovation you come up with is short-lived. Once everyone else offers the same features you offer, your product-based differentiation is gone. No one can hold on to that kind of an edge for long. You only have a small window of opportunity before everyone else catches up. The smart play is to start working on your next competitive advantage while you're still bathing in the glory of your existing one. The age of long-term sustainable competitive advantage based on product features is coming to an end. Instead, you need to design a distinctive position that includes non-feature-based dimensions such as brand narrative, strategic messaging, and a differentiated worldview that's yours and yours alone.