Strategists Do Not Seek to Beat The Competition…

Instead, they aim to make the competition irrelevant. Most organizations are stuck in the trap of competing. Having accepted the industry structure as a given, executives proceed to benchmark their rivals and focus on outperforming them to achieve a competitive advantage.

But focusing on building a competitive advantage has an unintended and deeply ironic effect because it leads to imitative, not innovative, approaches to the market.

A critical point to grasp!