Turns out that prior experience has a lot to do with it. This morning I was talking with a client who has an incredible track record for creating new opportunities for common commodity products.
He and I share an almost mystical belief that eventually customers will ask for anything. Remember when cell phones were free? Who would have thought the most popular phone in history would cost $400...competing against those free phones?
Commodity occurs when top suppliers supply indistinguishable products.
Breaking a commodity logjam can hinge on easier, faster, cheaper, better in some way that is defined by the customer.
The trick is to make it available, and then get clients to focus on why they want it.
The history of fashion, technology, transportation, and other industries all show a continuous curve of commodity breakthrough development.
Where have you used the commodity/breakthrough curve?