Fourth, think about metaphors. You will probably find it easiest to start with ones that personally inspire you that will probably inspire others. Questions can help you find helpful metaphors.
For example, what was the best product or service you ever bought? Then, you should think about that offering as a Bvlgari Sunglasses, metaphor for what you might offer. Obviously, the bookstores could have used a five-star European hotel with lots of service and comfort as a metaphor for their business.
Fifth, imagine that you can totally customize your products, services, and the ways that you market and deliver them to quickly match what any one person wants. This is very important because the ultimate Police Sunglasses,secret of achieving competitive advantage is to do just this more effectively than anyone else.
Having identified a method, how could you employ that method in ways that do not increase your costs, but do improve value? This may seem like a fantasy at first, but many companies that take this approach also have been able to put in processes to support custom solutions that actually lower costs.
Amazon's listing service for new, collectible, and used books offered for sale by its customers complements its own stock, draws more potential customers, and provides a very high profit contribution similar to what eBay enjoys because so selling and delivery costs are eliminated in the process.
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