But today, things have changed radically on the local, national and international fronts. With so many companies now producing high quality and feature-rich products and with the internet making their availability so easy, it is much more difficult to carve out that differentiation that allows for market dominance. Regardless of your company's size or product/service, it is critical that, as the leader, you determine what key feature(s) you will focus on to deliver your message. Then you must create the culture to ensure that this message is delivered in appropriate manner.
To his point I would add that this is a responsibility which cannot be delegated. To delegate is to abdicate. That is not to say that input from your key employees should be ignored in the process, but at the end of the day the outcome is determined by the face looking back at you in the mirror. Your leadership role is complex and difficult. But nothing else that you do surpasses this responsibility to create and sustain the point of differentiation that separates you from the masses.
If you have found this key and have been able to communicate it effectively, you are likely winning the battle. If you are having trouble developing this strategy, reach out. Professional help is only a call away.