Every traditional car dealer sells a similar product. What can one Ford dealer do that his competitors in the next suburb can’t? There is very little he has a monopoly on.

John is a car dealer who has been operating in Perth for 45 years, he periodically takes out a double page spread in the local newspaper. Those two pages are filled with hundreds of testimonials from satisfied customers. Line after line of tightly spaced stories about how he and his staff have done the right thing by people. You only need to read the first six to know that John has invested in creating a monopoly on trust.

The advantages you can own are much closer to home than you think.

Image by What’s the Point SA.