The commodity versus the product

What is it that you sell? Even if it’s just one product, it’s really more than one thing to your customer.

As an example, in his classic book “ The E-Myth Revisited “ author Michael Gerber shares this quick note about what Revlon actually sells:

Charles Revson, the founder of Revlon and an extraordinarily successful entrepreneur, once said about his company: “In the factory Revlon…