My CEO is always saying we are selling a commodity. How do you create messaging and positioning around something that is considered undifferentiated?

The world does trillions of dollars of business for FMCG products every year. They are all commodities, and yet they are continuously fighting a positioning and messaging battle against one another. 

Others have said this but it bears repeating: if you product is truly undifferentiated, then marketing is your path forward. Feature/function is a losing battle in this scenario. Figure out your brand

In the land undifferentiated products, the marketer is king. A commodity industry creates a great opportunity for PMMs, because product marketing can drive the go-to-market narrative, and actually pla

I am not the expert here. But as someone who has been studying brands and companies her whole life for fun I find that with companies that sell things that other companies do too, the most impactful t