Should I differentiate my product/company from my competitors? How do I think about doing that?

Yes, you should differentiate your product/company from your competitors. Otherwise, without any sort of difference, you would have to charge the same or lower prices to attract customers. To differentiate yourself, think about who your customer is and make sure your products meet their needs. Perhaps your customer is always busy, so convenience is key. How would you make your customer’s experience smooth and hassle free?