"If you want to make the product that everyone else compares their product to, you have to go outside the envelope. You have to take a risk to build something nobody has told you they want, because they don’t know they want it yet, and then you have to invest in it and stick with it until you get it right. The real irony here is that their marketing departments are constantly striving to find differentiators: ways to set their products apart from the pack. If every company is building products to address the same set of market research data, you’re not going to get differentiated products."

- Why can’t Windows PCs catch up to the MacBook Air? | Laptops | Macworld