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09/01/2001 Archived Entry: "1-September-2001 -- Under Pressure"

Under Pressure (WebReview) -- "When you decide to address your competition through product differentiation, there are two basic questions you need to address. Should you improve the product itself, make it better? Or, should you work on improving the perception of the product, make it sound better? Now, the second question seems silly at first, but it's really asking whether or not your customers see your product in its proper light. Have you branded it correctly? It's an important question, since if your customers don't understand what your product does, they're probably not going to buy it or use it correctly."

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