Conventional wisdom holds that better usually wins. However, in the article "When it Comes to..."B2B marketing expert Christopher Ryan maintains being better is not enough. Ryan emphasizes the need to differentiate a brand from the competition. He suggests rather than striving to be better or best, a business should tell the story of how it is different from everyone else in its space.

• Do you agree or disagree with the assertion that B2B firms should strive to communicate how they are different instead of how they are better?