No bookstore can stock more books than Amazon. No local clothing designer can launch a new range faster than Zara. No artisan chocolatier can sell chocolate cheaper than Cadbury.

If there’s nothing your bigger, faster, cheaper competitors can’t do, how will your business keep up? How will you survive, let alone thrive?

Your sustainable advantage comes, not by obsessing over what your competitors can’t do, but by doing what they won’t do to delight customers. That gap is yours to fill.

That’s how Amazon became Amazon—by investing in and doing the things other retailers didn’t do. And it’s how you will build a business you’re proud of as you create the future you want to see.

Image by Shinya Suzuki