It’s time we admit the obvious: The classic business differentiators have become obsolete. Customers expect the best quality, the lowest possible price, instant delivery, and an experience that wows them every time.

Despite this change, most companies are terrified to implement the “novel” technique of being honest with customers.

Modern buyers focus intensely on customer experience and touchpoint impressions, not on which products perform well. Why? Blame the Japanese Kaizen movement of the 1970’s and 1980’s if you’d like.

Not only did Kaizen spark the total quality management movement, but it also brought defects down to negligible amounts. Customers got high-quality products, and companies suddenly found themselves competing mainly on p...