A headline in Forbes this week caught my eye -- “It’s Official! The End of Competitive Advantage.” I was intrigued.
The article discussed a new book, “The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business.” The author argues that strategy frameworks are designed to help organizations find a sustainable competitive advantage, but in the new frontier successful organizations will realize that an ‘advantage’ may only be temporary. To that end, innovation has become more intertwined with strategy, instead of being viewed as a separate activity. Determining a strategy and then hunkering down with tunnel vision to execute it for the next decade or so may not be the way to remain a relevant and thriving business. Opportunities change and market needs morph.