I really hate it when people talk at you and all they really are is regurgitating someone else’s view verbatim. I say talk at because they have put little (or no) time into understanding what is being said and most importantly misconstrue, deliberately or otherwise, the message.
Best example of the moment is Cloud Computing and the jargon and descriptive characteristics that go along with it. My biggest bug bear is the use of the word “commodity” when they really mean “a race to the bottom” or “a cheap solution”. So often I hear marketing and sales people use the word incorrectly and wish I could yell and scream at them but know it would get me nowhere.
People get yourselves a dictionary!!!
com mod ity
a raw material or primary agricultural product that can be bought and sold, such as copper or coffee
- a useful or valuable thing, such as water or time.
Or as the Wikipedia definition so nicely puts it “A commodity is a good for which there is demand, but which is supplied without qualitative differentiation across a market. Commodities are often substances that come out of the earth and maintain roughly a universal price. A commodity is fungible, that is, equivalent no matter who produces it”
Ultimately what you don’t want is your product reduced to a commodity where it is stripped of its service differentiation and it is considered the same as the rest of the market. Always be aware of what it is that makes your product unique and how that benefits the customer.