Stop for a moment and think about all of the things you do to stand out, and separate your products and solutions from your competition. If you’re like most of the companies we’ve come across, you spend a tremendous amount of time, effort and money differentiating. Yet, are you fully taking advantage of the most important method to stand out and win? I’ve always found it funny to see how much money and complexity people will deal with in an effort to differentiate, yet they rarely spend the...
