Creating an unfair competitive advantage means focusing on an area that your competition simply can't match, maybe because they've become too complex over time, or their existing market requires a different approach. An unfair competitive advantage propels you into a leadership position in a new market category. It needs to be distinctively different and immediately recognizable. Your target audience needs to see it as unique not just a little bit different. It also needs to be hard to duplicate. If it is easy to do what you're doing, the idea will become a commodity. And very few profit from a commodity.
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