Striving for feature parity with competitors risks homogenizing the available solutions in the eyes of consumers. As options become interchangeable, they become commoditized; this, in turn, leads to declining prices as it becomes more difficult or impossible to compete on differentiating features between products.
- Focus competitive research on customers not competitors - Instead of trying to line up to competitors, line up to customer needs and strive to solve them in a meaningfully differentiated way.
Lombardo, C. Todd, Bruce McCarthy, Evan Ryan, and Michael Connors. Product Roadmaps Relaunched: How to Set Direction While Embracing Uncertainty. 1st edition. Beijing: O’Reilly Media, 2017.
Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. 1st edition. New York: Free Press, 1998.