How to differentiate your company from its competition

All business leaders need to differentiate their company and its products to win business in a competitive marketplace. I wrote an article on this subject in March 2019. This is an update of that article. At my company, a producer of commodity and performance products sold to other businesses, we constantly faced competitive pricing decisions not only to retain current customers’ business, but also to win the business of new customers. Price was a significant factor in whether we won or...