Competitive advantage and profitable growth doesn’t come from scale anymore. The rate at which big players in any and all industries beach their supertanker is unprecedented. The churn of Fortune 500 companies is faster than ever.
Competitive advantage and profitable growth doesn’t come from efficiency anymore either. What’s the point of efficiency if people no longer want your product? Looking at you Blockbuster, Nokia, Avon, Gap.
Competitive advantage and profitable growth comes from adaptability. Pure and simple. Adapt or die.
A 2011 article in the Harvard Business Review pronounced adaptability the new competitive advantage. It asks how your managers can pick up the right signals to understand and harness change when they’re overwhelmed with changing information.