In The End of Competitive Advantage, Rita Gunther McGrath illustrates all competitive advantages are transient. She contends everybody understands that. So why hasn’t basic strategy practice changed?
As Rita writes:
Most executives, even when they realize that competitive advantages are going to be ephemeral, are still using strategy frameworks and tools designed for achieving a sustainable competitive advantage, not for quickly exploiting and moving in and out of advantages.
That last part resonates after working with hundreds of enterprise brands over the last 10 years. Most businesses think about how they can change content to fit marketing’s purpose, not how they might change marketing to fit content’s purpose.Continue Reading