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This is the second article from our five-part Shine and Rise series. Written by Bennett Voyles, Shine and Rise explores how today’s companies can stand out in a competitive marketplace, differentiate their products and build a high-value company. He offers insights about different industries, provides real-life examples and offers practical suggestions. The first part is about market competition. Shine and Rise Part 1: Make Your Product Special[This article has been reproduced with permission from CKGSB Knowledge, the online research journal of the Cheung Kong Graduate School of Business (CKGSB), China's leading independent business school. For more articles on China business strategy, please visit CKGSB Knowledge.]