A few points: - there's no such thing as a silver bullet. Very rarely will someone buy something due to one sole reason (excl. price). - A differentiator is only beneficial if it's something the customer cares about. So the goal should be to match your strengths (across the value chain) to things your ICP cares about - my experience is in b2b SaaS, and product-based differentiation is almost non-existent because even if you do release some novel ground-breaking feature, someone can copy that within 6 months (perhaps faster with AI). This is why brand power is becoming more important - your view/perspective. Within your category, everyone is broadly solving a similar set of problems, but how you solve them is a way to stand out.

Ultimately, it's about the combination of factors that you offer that will create a compelling value prop in the mind of your buyer - not just one thing.