It’s never enough to create a great product; it must be associated with a desire for that product. The competitive advantage that Wedgwood brought to his company was the ability to create demand for goods. He was able to see the needs of the market before he did, and then cultivate the market demand to satisfy those needs with his products. A differentiation strategy was implemented by Wedgwood for its products as there were already a number of pottery options available in the market. Instead of the irregular, low-quality options available on the market, Wedgwood pottery was made from clay rather than wood and was a more uniform finished product. One method of increasing demand by increasing the perceived value of pottery is to stimulate demand from the wealthy. One of the ways he accomplished this was through a technique called inertia selling. By putting a high-quality, reputable product into the hands of the elite without penalty, Wedgwood can display its premium craftsmanship and design first-hand. With the working class working in the houses of...