The Beautiful Market
In the words of Jerry Maguire "we work in a business of tough competitors" and that makes it hard for investors to find sustainable returns on invested capital (ROIC). Companies like Amazon keep everyone on edge.
A few years ago I was just pondering products that are important and can be differentiated AND account for only a small % of the cost of the final good. Paint came to me right away and more generally coatings. You might spend millions on the end product and the paint and coatings would be only a few percentage points . . .