Create Your Own Competitive Advantage
Yesterday morning I took the stage at the Frankfurt Book Fair, surrounded by fellow book enthusiasts, to talk about marketing books in an increasingly fragmented media landscape. A few hours later one of my favorite clients took the stage in Las Vegas, presenting a deck and script we built together, in front of a crowd of fairgoers interested in products of another kind. Connecting our two presentations, half a world apart from one another, is a concept thatâs undergoing serious revision: the idea of competitive advantage. A phrase that once suggested a long-term sustainable edge, you canât use it in that context with a straight face these days. Competitive advantage must now be a way of doing strategy: Thinking about your product development plan and marketing playbook as agile realities, in a state of constant revision and refinement. My client knows this, and was presenting a suite of modular tools that will allow her to adjust easily to new market realities. Meanwhile, I was publicly exploring a particular case study: a traditional publisher supporting âintrapreneurshipâ in order to create solutions and uncover new opportunities while protecting their core business. However youâre doing strategy planning these days, I hope youâre doing it this way. If you are, tell us how itâs going. If youâre not, call us in. Weâll go halfway âround the world for you.








