This document discusses the challenges that marketers face in differentiating their products and services. It argues that traditional forms of differentiation through products, brands, and services are no longer sufficient on their own. Competitors can now quickly match incremental changes. The document explores how configuring the supply chain and building the customer experience can provide new paths to differentiation. It provides examples of companies like Ryanair and Dell that have differentiated themselves through innovative approaches to their supply chains and understanding customer needs.