Sustaining profitable growth over the long-term is challenging in both product and service markets.  Why?  Because, over the long-term, markets move towards commoditization as the “best” products and services gain traction and individual competitors do their best to mimic the clear front-runners.  As they look to shake off stagnation or actual declines in their share, companies face two choices.  The first is competing on price.  The second is pursuit of additional clear points of differentiation....