Business managers are finding it increasingly difficult to distinguish their products or offerings in the marketplace. To differentiate, organizations typically push new features -- features that are then copied and re-worked by competitors. It's a process that throws an industry into a looping cycle where competitors never manage to really get ahead. IMD Professor Howard Yu looks at how companies can get out of the endless game by examining the relationship between modularity and commoditization. He says companies must reframe their value propositions and better understand the needs of customers if they wish to get out of the rat race.