Jesse James Garrett, President and Founder of Adaptive Path, wrote a great article for Business Week. The article outlines the challenge faced by a design agency to help Kensington re-invent it’s line of mice and keyboards.

Kensington’s market research had uncovered a disheartening fact: Consumers didn’t understand the value of product features, and couldn’t tell the difference between Kensington’s products and those of its competitors. “No matter what we put beneath the hood, everybody sees the same product,” Rodriguez said. That finding led them to a strategic shift in direction.