Competitive differentiation is key to marketing a diverse product portfolio, and it depends on the customer segment you target. It requires in-depth understanding of your customers’ concerns and behavior. Questions we had to ask: What are the jobs our customers do, how can our products support, and what are the competitive alternatives?  Here we look at how Sean McGinnis, KURU footwear President and Integrator, breaks the product portfolio down into its product categories, product lines, and added highly-faceted attributes. This podcast episode takes you through customer-oriented micro funnels to understand how KURU increased its conversion rates.