Market Potential, Scalability, Sustainability and Performance: The Four Metrics of Competitive Advantage
By Richard Hawkes | March 31, 2022
Sometimes people talk about their business’s competitive advantage like it is a thing or collection of things—see that shiny thing, it is the source of our competitive advantage.
You will hear comments like “our competitive advantage is customer loyalty” or “economies of scale” or “technology” or all three and therefore we should make certain investments or changes. But how do you know that they are right? How do you know that the thing being pointed to is an actual source of competitive advantage?