Understanding Sources of Differentiation 

1. What product do you use because of differentiation? What do you buy because it is awesome, rather than because it is the lowest-price alternative? What causes you to have such strong feelings about the product or experience?
2. In what ways can a company differentiate a product that is a commodity?
What is an example of a differentiated product that was previously commoditized?
3. Harley-Davidson gets hired by customers for social and emotional reasons (jobs) that go well beyond the functional characteristics of the motorcycle and its ability to provide transportation or comfortable leisure riding. Identify at least two other products or services that seem to attract customers for largely social or emotional reasons?
4. What is an example of a product class that lost its differentiation?
How and why did it happen?