The company doesn't have to be different, but you are right that if they articulate the value the tool/software brings better than the other guy, they may win t

The company doesn't have to be different, but you are right that if they articulate the value the tool/software brings better than the other guy, they may win the day. What you're describing is fast becoming a reality for most software businesses imho - the days of feature differentiation are rapidly declining.