Your Most Important Competitive Advantage…

Everyone is offering to sell you the “secrets” to gaining a competitive advantage…

It might be a book — you can scroll through Amazon’s options until your fingers bleed and not come to the end of the books that have “competitive advantage” in their title. It might be a seminar — Google the term “Competitive Advantage Seminar” and there are almost 40 million results. Maybe it’s just an idea — broaden your search to simply “Competitive Advantage” and the results jump to more than half a billion. Your could make your eyeballs bleed if you are inclined to chase down that rabbit hole.

We all want to find a way to be a better competitor, because unless you have a monopoly on a product or service, your business is a competition with others and you don’t always win. We want to succeed in the competition for more and better customers and enjoy the financial rewards that more and better customers bring. No one launched their business with the idea of just surviving — we want to win and we are looking for the competitive advantages that will make winning possible.

Humans are hard wired to look for competitive advantage but we are often guilty of believing that there is a “secret” or shortcut that will give us that edge. Why go to the gym for hours when 12–15 minutes of your favorite “ab stimulator” can give you the same results…