It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter)
And one of the only ways to differentiate yourself today is through the experiences you create for your customers. There is no product or service that you can't get faster or cheaper somewhere else.
