What makes someone choose FitBit over Jawbone, Ultimat over Absolut, SalesForce over Microsoft Dynamics or Apple over Blackberry (aside from the Fruit ruling the world)? Some of it is just pure preference. Some of it is convenience. But truth be told, our buying decisions are based on a whole host of reasons, including some measure of differentiation that gives a competitive advantage. It’s about getting an edge over your rivals – no matter how incremental - so that you c