Everyday Businesses Yield Mediocre Returns

There is only one metric that matters when people decide whether to buy a commoditized product or service: price. If your product isn't like that, it's because it differentiates itself better than the alternatives. If your product can't stand out, you won't get the chance—you'll be forced into a race to the bottom on price.

If your product is commoditized, you need to create distance from other offerings by differentiating yourself. That's how you overcome the disadvantages of being a commodity.