The Importance of Knowing Why

Any company faced with the challenge of how to differentiate themselves in their market is basically a commodity. When that happens, price, quality, service and features become the primary currency to motivate a purchase decision. The more we treat them like commodities, the more they focus on what and how they do it. It's a vicious cycle. But only companies that act like commodities are the ones who wake up every day trying to differentiate.