Before the advent of Tylenol, Advil, Motrin or Excedrin, the world somehow got by on aspirin for general aches and pains. But marketers never rest in looking for ways to gain competitive advantage, hence, the myriad of pain relievers available today for every discomfort imaginable. For example, there's Tylenol for a cold, flu, sinus, arthritis and a slew of other ailments.

The difference between aspirin and many of the pain relievers available today is more about packaging and positioning than it is about ingredients. Each brand of pain reliever uses a common ingredient or platform plus a sprinkling of additional ingredients for specific ailments.

Translate this concept to B2B products and services and witness how ERP software in the 90's has become enterprise solutions for retail, healthcare, non-profit and automotive. Telephone service has matured into telecommunication solutions for large enterprises or small and medium businesses. The concept can be applied to any product or service. They key is RELEVANCE.

Much like pain relievers, most B2B products and services use a common platform and emphasize specific features that constitute an industry specific solution.