Most companies compare features with their competition to determine where they are weak, so they can strengthen those areas. Wrong, argues Moon. A better strategy is to concentrate on areas where they are stronger and to strengthen them even more. Then focus all marketing and advertisements to point out the strong points. This causes the product to stand out from the mindless herd. As for the weaknesses, ignore the irrelevant ones, says Moon. The lesson is simple: don’t follow blindly; focus on strengths, not weaknesses. If the product has real strengths, it can afford to just be “good enough”
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