Finding and creating a sustainable competitive advantage is the holy grail of every organisation. We all ask "How can we make ourselves so different from our competitors that they simply can't compete - now or in the future?"
Once upon a time, we had all the space that we needed. We had a secure client base that was exposed to limited competition. We had tariffs and other protectionist mechanisms that allowed us to operate in a fairly 'risk-free' environment. Once upon a time, that is.
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