When a company is trying to figure out how to move its product and set itself apart from the competition, the first question in this process should not be, “how are we better than the competition?” But, “what is the customer trying to accomplish and what role can we play in enabling that?” Eric Berggren a Professor of Marketing at the Kellogg School of Management at Northwestern University and Managing Director of Axios Partners, a management consulting firm focused on driving customer value, innovation, and management, visited our podcast recently and shared his thoughts on how to create unique value for your customers.