"How do you create a perceived value to differentiate yourself from the competition, when you are both selling a commodity?" That's a question I'm often asked in my seminars. It uncovers a problem that is spreading to almost every industry. The rapid pace of technological development and our ultra-competitive global economy means that no one can keep a competitive edge in their product for very long. Develop a hot new product or service, and before you can take your first check to the bank, a c.