To gain a competitive advantage you must differentiate your product or service by having a unique offering, or solve a common problem that exists in the market you operate.
When your customers can clearly see that your offering is different from competitors its much easier to influence the market and increase market share. Without this, it costs more and takes longer to grow. In this way it is possible to avoid the ‘race to the bottom’ that is competing on price alone.
To gain maximum market leverage you need to differentiate your product or service from the competition and define how you create value for the market. This will give you a clear advantage over competitors. You may decide to do this by carrying out online searches, researching industry journals and trade magazines, searching online groups and networks, or talking to experts.