A Competitive strategy is more than about being different, it is about being distinctive. It is the creation of a distinctive and valuable position in the minds of consumers, a Distinctive Value Proposition (DVP). It is about delivering a distinctive mix of benefits that customers value – the category benefits. A DVP is comprised of a whole system of interrelated and reinforcing benefits that fit together, it is not a collection of disparate parts.
A competitive strategy is also about trade-offs and choices, and those choices encompass not only what activities to do, but also what activities not to do. Activity-fit progresses along a continuum, starting with consistency between activities, to activities reinforcing each other, to finally optimisation of effort.
To learn more, click on What Is Competitive Strategy?