One of the presentations at the FPDA/ISD Summit given by speaker Tim Underhill of Underhill & Associates was titled "Creating a Competitive Distinction." In this session, Underhill went in-depth to consider the differences between a commodity providers and solution providers.
Solution providers enjoy a distinction that creates a competitive advantage and allows both manufactures and distributors to provide greater service and, hopefully, charge a premium for their products and services. This workshop was designed to help attendees to indentify needs of customers, determine solutions, and effectively sell the solutions to their customers.
For more informatoin about Tim Underhill, check out his website.