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Something To Prove

Are you giving customers something your competitors can't? Pushing your extra value could put you on top.

This story appears in the March 1999 issue of Entrepreneur. Subscribe »

Excerpt from The Titan Principle by Ron Karr reprinted with the permission of Chandler House Press.

We live in a world in which technological or product innovations can vanish in a heartbeat. Differentiation from the competition in today's marketplace doesn't happen solely by means of advanced products and services. In the computer industry not so many years ago, if you came up with a huge technological advance, you had a marketing advantage for, say, 18 months. Now, most high-tech players realize they have only a few weeks or months (sometimes days!) to rely on a technological advance. Before long, someone else is offering essentially the same product or service.

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