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Another brilliant gem from Seth Godin:

People are fickle, but we’re generally rational. When someone makes a choice (hiring, firing, choosing a vendor, buying a soda) they’re using some sort of internal logic and reasoning to support that choice.

As a marketer, you win when they choose you.

So, why choose you?

The answer to that question is your competitive advantage. What makes it likely that more than a few rational people will consider their options and choose you or your company or your organization?

Truth: It’s rarely a computerized cost/benefit analysis. Instead, it’s a human choice.

Competitive advantage is similar to a concept we Product Managers call “Distinctive Competence” and it is a fundamental building block of any business. Those who don’t define it (early), wander aimlessly in search of customers, revenue and success.

competitive advantage, marketing, distinctive competence