And, that advantage should not be replicable.
So in most cases, “best product” is out.
Kyle Cosmetics - 180m social followers
Ritual Vitamins - deep investor connections
V-Shred - world-class copywriting
Kyle Cosmetics - amazing lip gloss
Ritual Vitamins - best-in-class vitamin formula
V-Shred - credible, charismatic trainer
Make sense?