This podcast highlights the need for differentiation if you want to enter a crowded and established market. One point I'd like to add is that the purpose of this podcast is merely to illustrate how the companies have differentiated between themselves amidst of sea of competitors, and highlighting how they've implemented this differentiation across the company and branding.The companies I talk about during the podcast are:http://missionworkshop.com/about/http://info.rickshawbags.com/the-rickshaw-storyhttp://www.timbuk2.com/content/about-people.htmlhttp://www.chromeindustries.com/us/en/manifesto