Really enjoy your post overall Michele but I think this point is a little more complicated. In most cases, focus on the core product and improvement there, sure. However, in markets where there is little to no disruption I think packaging makes s huge difference. A physical example: I want to buy a stack of printer paper who do I pick? that’s usually a packaging decision with some price components. I’d argue the same applies to many digital services: ex. a small amount of people pick gmail because of it’s features but many pick the email platform that they find familiar or easy.

I think the point then is to compete in markets where you *can* compete on product if possible.