Follow Apple. Don't Compete on Product Features.

If you've been reading our journal, you know that innovation is a big part of what we love. Andreas Pfeiffer brought up a good point in one of her articles about choosing simplicity over feature-rich innovations:

One key aspect of modern digital devices is that technical specifications are easily copied and replicated: mega-pixel count in cameras, storage capacity in music players or processor speed in personal computers are the same everywhere. As a result, they provide only poor distinguishing factors for consumers when it comes to choosing between different brands.

Though we don't agree on various points from her article (i.e. a one-size-fits-all approach...but that's for another article), her premise is spot-on: If you add certain features to your product innovations, what will prevent your competitors from doing likewise? Fighting for customers must go beyond simply adding features.

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