People from the old style of business thinking would probably ask that question.
While there’s no doubt that Nike shoes are competitive, what most people really want to know is:
How are they different?
One answer: Nike + iPod. What other running shoe is as connected to you and your lifestyle?
In a society that’s information-rich and time-poor, people value feeling more than information.
We don’t intellectually evaluate messages. Something either does or doesn’t grip our interest.