As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is typically done first?

Name: As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is typically done first?
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The Answer of As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is typically done first?

As a Company Seeks to Establish a Category Membership Designation