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The so-called competitive edge arises from your customers' needs towards a product or service but your competitors cannot meet their needs or they are not willing to do it or you do it better than they do. And this is your competitive edge. Therefore, if a SME's competitive edge is marketing, they can do it with ease. If not, it will be painful for them to market.

First, you need to find what your competitive edge truly is and once you do that, this can better position yourself and this can make people better remember what the service you or your company are providing. For example, your products are the fastest; your products are the slowest; your products are the cheapest; your products are the most expensive; your products are the most elegant; your products are the most convenient tools, etc. When it truly becomes your competitive edge, you will have a very clear position about yourself or your company. Therefore you can build a very clear company image towards the public.

OK. If we ask people who travel frequently a question which airline company is the world's best one? Many will answer Singapore Airlines. Why? Because in the eyes of the travelers, Singapore Airlines provides an excellent service. They invest a lot in the industry to set up Airbus A380, which is currently the world's largest passenger aircraft. And now they are having the best crews to maintain their service. And the stewardess and steward are providing excellent customer service to the passengers in a very friendly way.

Singapore is a small country. But, it knows marketing. How big is Singapore? It is about 760 square kilometers. Very small,eh? But the airport built in Singapore occupies a large proportion of the land use. Another point is worth mentioning is that, if people are asked which country in Asia is having a highest degree of honest and uncorrupted government, they will mention Singapore. And indeed, it is true. The government adopts the policy of high pay to discourage corruption. And therefore when it comes to Singapore, people know that it's under uncorrupted government and the image of the country is well-built and it is a safe place to go to. Even there is casino in Singapore, many people are willing to go to bet there. Why? Because they know it is a safe place to go to. If you you win, you can take the jackpot away and quit the game. Singapore has clearly built a good image on safety, good service and honest uncorrupted government. This is the Singapore's competitive edge and the competitive edge in turn builds a good image of it and it can better position itself. This contributes to Singapore's prosperity.

Here's another example. Which company is able to deliver a piece of pizza in the shortest time? People know that it is Domino Pizza. Why? Because Domino Pizza promises that if you order on phone and if the pizza cannot be delivered successfully under 30 minutes, then the pizza will be given free. When this promise is known to the public, many people will remember it and find them or order their service. My 7-year-old son once told me that he would treat me a piece of pizza for free. I was curious about how he could do this because he did not get any money. He told me that because now it was raining heavily and he guessed that the pizza would be delivered for a longer time which was longer than 30 minutes. He and I were very glad because 20 minutes passed and only few minutes left and we could have a free meal. Unfortunately, at the 29th minute the door bell rang and when I opened the door, the pizza was delivered on time. It's Domino Pizza.

So it's very clear that if a company builds a very clear image to the public to show what their competitive edge is, the customers will definitely remember it.

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