Differentiation is no longer the magic key to success. Instead, companies need to focus their attention on doing high quality work and providing superb service Customers have a choice about where to take their business. If the value they get is anything shy of excellent, they won't keep coming back. In other words, if the coffee tastes bitter or you had to wait a half an hour in line to get it, you'll probably go somewhere else the next time you get a caffeine craving. Beckwith also spends a substantial amount of time discussing the importance of producing a quality product, creating positive customer experiences and communicating effectively.
All businesses face competition.
But, successful companies turn a profit and grow because they provide great products and services and they communicate that to their existing and potential customers. The fundamental marketing message here is not only to be excellent, but to let the world know about what you're doing. This idea is an evolution of classical marketing positioning theory. Instead of trying to use differentiation to position your business, do excellent work and then take every opportunity to tell your story. It's really quite easy.