In some industry sectors, product benefits are pretty much the same in the last decade. The next iPhone has as least as good a battery life, management of all those different IT security solutions is now made much easier with the increased visibility of the security management tool, the range of electrical cars is again increasing.

Every company pitching in the same industry as you says the same thing. (“We offer more battery life, provide better visibility, etc. etc.).

In these cases, the interesting bit of your story is how you do it, and maybe even more importantly, why it is so hard for others to do this.

Cover image by Philipp Lublasser on Unsplash

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