Differentiate Or Die

Jack Trout's latest article is in Forbes.com. "In this global killer economy you have to find a way to differentiate yourself--or have very low prices." You need to have a differentiating idea and clearly communicate that idea to your target audience. "Unfortunately, without the proper resources, even the best differentiating idea won't get off the ground. Look what happened to AT&T in recent years. They failed to differentiate themselves from Sprint Nextel and MCI . The result: A price war that ended in the ignomy of being bought by a Baby Bell."