For some time now we have realized that, in order to position our products or services and that our clients choose us despite the growing and better offer by our competitors, something else must be done. Obviously, the first thing is to have a competitive product, with adequate technical features, at a price consistent with the solutions it provides, but then, what else can we do? Having clear this core of what the product should be, and that must be perfectly taken care of, we have two factors that will define the success (or the failure) of our proposal.