Lições de estratégia em todo o lado

Interessante como se encontram lições de estratégia em todo o lado:

"By the early 20th century, Stevens's heirs were sandblasting letters onto stones, a technique used then and now by most of the industry. With a largely undifferentiated product, the business was gasping in 1926 [Moi ici: Trabalho indiferenciado, trabalho comoditizado] when John Howard Benson rented space in the building to carve a stone for a friend's deceased wife. Fresh from studies at the Art Students League in New York, John Howard soon bought the shop, determined to return high craft to the business of stone carving.
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"He started looking at the old stones as inspiration," says Nicholas Benson of his grandfather. "But he wasn't interested in making this place a museum, like Colonial Williamsburg." Benson's grandfather was inspired by the revelation--earth-shaking in calligraphic circles--that letters of the Roman alphabet had been formed originally with broad-edged brushes rather than with compasses and straight edges. "My grandfather took up the brush and said, 'I am going to do this type of thing, but I am going to make my own lettering,'" says Benson. That lettering, known in-house as the "Shop Roman," became the company's calling card.[Moi ici: Diferenciação, renunciar ao trabalho fácil e mais rápido. As pessoas podem comprar as letras gravadas e ponto. No entanto, as pessoas também podem estar dispostas não a comprar letras entalhadas mas a homenagear um morto, mas a mostrar o quanto gostavam dele, o quanto os influenciou... e isso não se faz comprando ao preço mais baixo]
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John Howard leveraged his craftsmanship--as well as connections to professional artists and affluent society [Moi ici: Trabalhar o ecossistema da procura] in Newport and New York City--into high-profile commissions, including inscriptions at Rockefeller Center and on the Iwo Jima Memorial near Arlington Cemetery in northern Virginia."

TRechos retirados de "Why Google Is Studying This 300-Year-Old Business"