[acorkery]

> but if that is all you say, then it won't be clear how you do that, or how you're different from, say, a UI optimization tool which also improves end-user experience.

In this example, what if the company isn't any different? The marketer has to find a way to hide the fact that the company they've been hired to promote is not actually that innovative. An inferior product can still be a success if the right combination of hype, timing and smart promotion is combined.

[inthewoods]

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.