Differentiating via Features Part 3:

When it comes to automobiles, the most important feature is mobility. A car must continue moving us all the way from point A to point B every time we need it.

Throughout the 80s and 90s, Toyota consistently had the most reliable cars on the road. Consumer reports gave their models top reviews over and over. Honda also developed quite a reputation for reliability. It's no wonder these two manufacturers came to dominate the auto industry. They remembered the most important feature any automobile can have, the ability to move us wherever we want, whenever we want.

When the Prius hit the global market in 2000, Toyota did it again. No other car on the planet could carry 5 people so far on so little gas.

Once again, Honda was their only real competitor, but Honda made a crucial error. Their hybrid, the Insight, had only 2 seats. Remember, both companies built their brands on reliably moving people. Toyota's hybrid moved 5. Honda's moved 2. Try moving 3 people and the Honda breaks down. The Prius was simply more reliable in more situations.

At this point, no one can compete. By sticking to their core values and offering a new feature no one else had, Toyota quickly gobbles up market share to become the world's largest automaker.

Of course Toyota has incredible resources. My guess is you will too. Remember, Toyota did not become the world's biggest automaker overnight. They spent decades building a reputation for reliability.

Pick the one thing you're going to become. Keep at it. You don't have to do reliability. Lamborghini does fine without it. Be excitement, or luxury, or quirky, or offensive, or insightful, but be whatever you'd like to do best and stick with it.

Stick with it for decades, and I guarantee we'll take notice. And years down the road, when you finally find the world catching up with your vision, we'll be amazed to suddenly see a power you've known all along.