The 80/8 Paradox

From Roger Martin's column (Secret Sauce) in the current issue of Rotman Management:

"Chris Zook, co-head of Bain & Company's Strategy practice, recently told a packed audience in our brand-new Event Hall that "Differentiation is the vessel that holds the crown jewels of a business."  What is the unique value-add that justifies someone purchasing your product or service?  This might sound like a simple question, but it isn't: Zook and his colleagues have found that while 80 per cent of executives believe that their offering is highly differentiated, only eight per cent of customers agree with them."