Marketing is a battle of perceptions, not products

Marketing is a battle of perceptions, not products.

When you enter a market, a far better strategy is "Differentiation”

Why are you different from the other players in the category ?

If you can define that difference in a meaningful way, you can escape the me-too trap.

(How to do this is outlined in my book, Differentiate or Die[Wiley, 2000].