We all want one? 
Do we all have one?
Can everyone in your organization name it?
Can everyone of your customers name it?
Here are some tactics in developing one:
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Reduce product pricing
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Make it difficult for others to duplicate
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Make it difficult for buyers to switch
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Introduce new product or services
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Differentiate product or services
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Develop enhancements
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Establish strong business alliances
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Leveraging your suppliers
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Be first in the market place
If you want to stand out from the crowd there is no better way of doing it than have a great competitive advantage. Do you have a few more?
Want a little more background, check out the Business901 Product Marketing Process.