However, simply implementing a solution does not necessarily create a business differentiator, if rival companies are using the same solution. There are two ways of using IT solutions to create business advantage. This is not as easy as it might seem. No doubt solution vendors will point to the customisable aspects of their offerings and cite these as the differentiating possibilities, but the vast majority of customising features do not attack the core essence of the business. There are ways of using solutions in a different way, but this is not based on the technology per se, it is based on 'clever' business thinking in the way that technology is used.
Technology becomes a tool, and business acumen becomes the driver.
The second way of creating a competitive advantage is to use different solutions. While all your competitors are following the technology herd, it might be worthwhile to look elsewhere for greener grass. Over the years, the analysts at Butler Group have seen many new technologies that could have helped businesses. Not everything tried will work, but it certainly won't work if it is not tried. Consider how certain businesses became successful in the first place, and all the way down the line you will see risk decisions being made.