Embedify, LLC

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“ ... distinctive competence is the way you make the list in the mind of your customers. ” Your distinctive competence is what sets your company apart. In a phrase, it defines your ability to deliver value to the marketplace, and it isn't a fluffy marketing tag line but instead is a real statement of capability that can be proven.

“ ... visit customers — both your customers and customers of your competitors. ” You've probably joked about this: "Build it, and they will come." This rarely works for baseball diamonds in corn fields, and almost never is a good idea for designing and marketing products and services. Your customers know what problems they need solved, and if you understand these market problems and target them with your solution you'll be able to turn your ideas into revenue easier.

Your business will be much more successful when your customers have a simple, clear impression of why your capability is important. Defining your distinctive competence helps you and your customers stay focused.

In defining your distinctive competence , you identified your ability to deliver value to the market. In defining market problems, you now want to understand what unsolved or partially solved problems exist in your customer's business. How well do you really know what problems your customers have, and how they go about solving them? Don't assume too much — you may be missing the real problems or better possible solutions.

Jerry is recognized as a major industry authority in embedded computing technologies and products. He has written numerous articles and papers for the industry, spoken at various conferences, and has participated in an executive role with several key industry related associations, including the VITA , PCI Industrial Computers Manufacturers Group (PICMG), the Service Availability Forum (SAF), and the Embedded Linux Consortium .

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