What separates average businesses from extraordinarily successful ones?
Better product? Your competitor will rapidly reverse-engineer your “secret
sauce” and get their “better-thanyours” version on the market faster
than you can say “Usain Bolt.”
Better customer service? All of your competitors say they provide the
best customer service. It’s a wishywashy phrase . . . a vague generality
meaning nothing.
Better pricing? You’re kidding, right? The company that lives on price will
die on price.
More harsh reality: Almost all industries today struggle with the
increasing commoditization of their products and services, putting
considerable pressure on prices and margins, leading to fiercer
competition.
The Solution?
You must create an Uncopyable Attachment with your customers.
They must see you as not only delivering a superior product but
also as a high-value relationship they simply cannot get anywhere else.
In Uncopyable, Steve Miller compellingly argues that new
advantage isn’t found by going “outside the box”―you must build
your own box. Let Uncopyable serve as your guide to achieving an unfair
and enduring competitive advantage.
