To break the trade$-$off between cost and differentiation and to create a new value curve there are $4$ key questions to challenge an industry's go$-$to$-$market strategy listed below. You can pick the airline industry, pharma, retail$/$home delivery etc...

Apply the $4$ factors listed in the article to your current company or pick an outside industry$/$organization to apply the following metrics:

Name the industry and company:

Which of the factors that the industry takes for granted should be eliminated?

Which factors should be reduced below the industry standard?

Which factors should be raised above the industry standard?

Which factors should be created that the industry has never offered?