We dug back in the On-Premise IT Roundtable archives to bring you an episode originally recorded in 2016, but incredibly prescient today. The roundtable discusses how IT companies can differentiate in an age of increasing commoditization. They look at examples like DSSD, Kaminario, and SimpliVity as ways to differentiate hardware, albeit at a considerable expense of time and resources. They then turn to software, and discuss the wave of SDS products that turned out to be features. The discussion is fascinating because many of the trends identified in this discussion have now played out in one form or another.