Once a company has determined that it indeed has a competitive strength in an area that is generally underserved, it must be able to determine what it is about its product that is the source of that competitive advantage. If the Bosch circular saw is better at minimizing the time it takes to make bevel adjustments, then the design team must be able to ascertain what it is about the saw that contributes to the delivery of that unique value. Is it the detents on the guide, the quick release mechanism, or some other attribute? Once the answer is discovered, the company will be able to communicate
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