One, don’t differentiate without a difference. Don’t introduce improvements whose only purpose is to give you an advantage over your competitor without giving your customer a substantial advantage. The personal computer industry is characterized by well-chronicled failures when manufacturers, ostensibly motivated by a desire to make “a better PC,” departed from the mainstream standard. But goodness in a PC was inseparable from compatibility, so “a better PC” that was different turned out to be a technological oxymoron.
