There is no such thing as a commodity. Every product or service can be differentiated. The entire process from innovation all the way to customer service offers multiple options to differentiate from competitors in a long term way. The foundation is the people in the company, who deliver the difference and create customer satisfaction. This is an essential factor for companies of the 21st century.
Disruptive Product Differentiation is built by changing the characteristics of the product, market or an industry. Avoiding the competitor’s strengths with a clear focus and a tight timeline is as critical as the product differentiation strategy. Otherwise you have to argue via price.