Simply Better

the business market and high-value consumers. More than ten

years later, One2One (now T-Mobile) still has lower revenue per

user than its competitors and struggles to make money.

Alternatively, there may be no demand for your particular

unique attribute combination—or perhaps customers find it

hard to believe, like a low-calorie food product that tastes great

and is easy to prepare, or a high-performance car that is also safe

and economical. Positioning in the gap may be both feasible and

profitable, but there are often good reasons why the gap exists. In

figure 1-2 this suspicion is reinforced by the fact that E and G,

the two most differentiated brands ...