When prospective customers cannot differentiate between two products on the basis of performance and quality, they look at the producing companies’ quality of service. If they can’t tell the difference between the companies’ levels of service, they have only one point of differentiation left: price. We don’t want that to happen. We don’t want to compete on price, because that’s a losing battle. So how do you achieve Uncopyable Superiority? What’s the secret code so many companies struggle to break? In a word—attachment: your customer’s attachment to you.
