Why it is not enough to have a great product
If your product features have been copied by your competitors, the road to long-lasting differentiation is to integrate around the experience.
It is rare the company that has proven itself capable of sustaining differentiation for significant periods (…). In those rare cases where competitors seem unable to copy a successful company, the barrier rarely is the product –that is the easiest to copy. Rather, if you want to put your finger on the precise spot in an organization where enduring differentiation can be built, it would be in the way the company has integrated in order to provide the experiences requires to do the job. This is what seems hard for competitors to copy.
Integrating around the Job to Be Done. HBR module note, August 11, 2010. Clayton M. Christensen