Differentiating in an overcrowded market

Ever wondered if any product management is needed for commodity products such as pencils, pens, toothpaste etc. where the customer needs have not changed for years?

Alain Breillat of Picture Imperfect has a great post on how to create product differentiation in an overcrowded market?. It is a fascinating read and gave me so many new insights. I especially liked the triangle of the consumer values – how buyers evaluate new products for the benefits they provide – I had never thought about this way. Thanks Alain for this wonderful post !

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