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Sahl Tuesday,23 Dec 2025

Initially, every store looks for a unique selling point: lower prices, faster shipping, more options, or 24/7 customer service. This selling point is often the catalyst for success, the reason people notice you amidst the crowded market. However, what few store owners realize is that this same selling point can, over time, transform from a strength into a heavy burden, slowing growth instead of accelerating it.

1. When a Selling Point Becomes a Constant Obligation

At first, a selling point is a choice. After a while, it becomes an obligation. A store known for its fast shipping, for example, is now required to maintain that speed regardless of increased orders or changing circumstances. Any slight delay is perceived as a failure, not a normal occurrence. Here, the selling point is no longer an asset; it becomes a burden that must be carried constantly.

2. When the Market Changes and the Selling Point Remains Constant

A competitive advantage is always tied to a specific time period. What was exceptional two years ago might be commonplace today. The problem isn't that the feature has lost its value; the problem is that the store clings to it as if it still sets them apart, while the customer now sees it as normal or expected from any store.

3. When focusing on a feature neglects the rest of the experience
Sometimes a store exaggerates a single feature at the expense of everything else. They focus on price and forget ease of use, or they focus on the number of products and forget the clarity of the display. Here, the feature itself creates an imbalance because it draws attention away from the essentials of the experience upon which the customer actually bases their decision.

4. When a feature attracts a type of customer who is easily frustrated
Some stores base their advantage on "always the cheapest." This type of feature attracts customers who are very price-sensitive, less loyal, and more prone to complaints. Over time, the store finds itself serving a segment that consumes more of its resources than it earns, and it struggles to maintain a reasonable profit margin.

5. When a feature hinders development
Sometimes a feature becomes a direct reason for rejecting any change. "We can't modify this because this is what people are used to." This mindset keeps the store trapped in its past successes. Instead of the feature being a springboard, it becomes a constraint that prevents experimentation, development, and keeping up with evolving customer behavior.

6. When the feature becomes an internal operational burden

The feature doesn't just affect the customer; it also affects the team. 24/7 customer service, excessive customization, or unrealistic execution speed. Over time, the team gets exhausted, errors increase, and overall quality declines. At that point, the feature eats away at the inside before the problem becomes visible externally.

7. When the store forgets that the feature is a tool, not an identity

The most dangerous point is when a store ties its entire identity to a single feature. Identity should be broader: experience, trust, clarity, convenience. The feature is merely a tool that serves this identity. Once the tool becomes the foundation, any flaw in it will shake the entire store.

Ultimately, a competitive advantage isn't something to be maintained indefinitely in the same form.

It's something that must be reviewed, developed, and sometimes even reduced.
Smart stores aren't those with the strongest feature… but those that know when a feature needs to change before it becomes a burden.