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(From Business Line)
Byline: D. Murali, CatalystBooks@hotmail.com
THE mortal fear of most manufacturers is to wake up one day and find that their unique product is treated as a commodity. Not too different from the disillusionment that befalls one when what is cherished as individuality is routinely stereotyped by others. Then begins the race to excel in the category. But that is for ordinary companies, says Joe Calloway in Becoming a Category of One, which is about "how extraordinary companies transcend commodity and defy comparison." The book from Wiley (www.wiley.com) says you need to offer more than just a product, and do what the competition can't or …