Competitive Advantage
Original: kkstudio @

Do you have a competitive advantage?

Another reading of Corporate Tales series.

Sales of Cagescale Computing Corp. were not going well. Ismael was leading a large business at the company’s largest client, trying to leverage this seemingly lost business. In an internal meeting, while asking for help to find some way to get the business, he went straight to the point:

We’re losing this usiness.

Ismael said it, worriedly. And he completed:

Our product is inferior to competitors.

The Sales Manager, Lucia, a girl of little skill, replied:

But would they really buy a competitor over a Cagescale?


Ismael said. And he completed:

The competitor is way better. And cheaper, which worsen things for us.

Even it not being a Cagescale?

Yes, even it not being a Cagescale.

I can not believe he’s going to pay it cheaper and not take a Cagescale.

Ismael started to get a little worried.

Did I hear you right?


Are you arguing that the customer is wrong in buying a better and cheaper product?

One that is not a Cagescale.

But what if it makes no difference to the Customer, the product being a Cagescale?

It may be that you have some reasoning… I will then call the Product Manager. He will have good ideas.

And so she called Jose Bernardo. He argued right away:

But would they really buy a competitor over a Cagescale?


Said Ismael, unbelieving, and even tried to reply:

And they will buy a cheaper and more functional.

Even not being a Cagescale?

Yes, even being a Cagescale.

I told him that.

Lucia said. And she wanted to make it clearer:

And worse, they will pay cheaper for that.

Ismael began to realize that the conversation was going to a place completely out of what he expected. He expected plan ideas, but none of that. He decided to sum it up:

Even if price is not a problem, it has a specification issue. The competitor’s platform is more complete than ours. They already have software that supports all database models and ours only have one model.

Jose Bernardo thought.

Ah, that’s it … Well …

José Bernardo thought more. He thought a little more. And finally he had an idea:

We can make a value proposition. They can implement the other models on their own account and investments and buy a Cagescale. Not always the client needs everything he asks for, it could be simple …

Ismael asked:

But would that give the client more work?


Said Jose Bernardo. Ismael continued:

And with more costs?


Lucia said. Ismael concluded:

Added to the price we practice, which is already higher.

No doubt.

Lucia said. Ismael went on:

What if he goes with competitor’s?

From what you say, it’s ready to go.

Said Jose Bernardo. Ismael was disturbed. Resolved to summarize:

So wait … Our value proposition is to present a more expensive product, with less features, whose differential is to make the client spend more work, money and waste time?

You see, it’s not like that … He would have the differential …

Cutting off, Ismael said:

And why would the customer do such a stupid thing?

To buy a Cagescale.

Based on surreally real facts!!!


About rftafas 183 Articles
Ricardo F. Tafas Jr graduated in Electrical Engineering at UFRGS with focus on Digital Systems and achieved his Masters also in Electrical Engineering on Telecomunications Network Management. He also author of "Autodesenvolvimento para Desenvolvedores (Self-development for developers). Ricardo has +10 years experience on R&D Management and +13 years on Embedded Eystem Development. His interest lay on Applied Strategic HR, Innovation Management and Embedded Technology as a differentiator and also on High Performance Digital Systems and FPGAs. Actually, he is editor and writer for “Repositório” blog (, editorial board member at Embarcados ( and he is Management and Innovation Specialist at Repo Dinâmica - Aceleradora de Produtos.
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