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Significance Could Be Your Competitive Advantage
filed in Marketing, Storytelling, Strategy
You’re late for an appointment and in your rush to get out the door you forget to put everything into your bag.
QUESTION
Which would you rather FORGET to bring with you, your wallet or your phone?
2006 ANSWER
PHONE.
2014 ANSWER
WALLET.
A competitive advantage isn’t always as tangible as the patents you file, or processes you put in place.
So don’t just set out to create a better product. Set out to change the meaning people will one day attach to it.
Image by Garnet.