If you sell a product or service, then your business is doomed.
How are you standing out in the minds of everyone else that sells, more or less, the same stuff as you do?
If your company’s messaging and communications focus on the fact that you sell bathroom fittings, or IT consultancy, or ice cream, then you’ve positioned yourself as a commodity.
If you’re a commodity, then the only reason that a customer is going to buy your product or service is down to the price that you charge.
And there’s always someone, somewhere, who sells what you sell – but cheaper.