I think that using BIM as a means to a market advantage is short lived.
You need to be 10 times better than everyone else… not 10% better. A little better doesn’t cut it… neither does a little faster or a little cheaper.
You have to be A LOT better… A LOT cheaper… A LOT faster. You don’t want to do cheaper or faster. That’s not Architecture.
So you have to be better. Remarkably better.
You need to create a “Purple Cow”, as writer, blogger, marketer, etc. Seth Godin writes about in his books and blogs (and btw… if you haven’t heard of this guy you should start reading his blog at http://sethgodin.typepad.com/)