How to avoid being labelled a commodity

10 years' ago, I bought my first 4x4 off roader. Part of the experience was to enjoy a days' training learning how to drive the vehicle off-road. And what an experience that was, a unique event that sticks in my mind even to today. The only way to avoid being branded a commodity is to wrap your product or service around an experience. An experience of using it. What's your experience? It's not your USP - unique selling point - these are so easily copied by your competitors.¬† I've never…

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