3. Next-level advantage is constructive (not just competitive)
“Creating 21st century advantage demands a quantum leap: NEXT-LEVEL ADVANTAGE IS CONSTRUCTIVE, NOT JUST COMPETITIVE. Competitive advantage means: to the creator of the most value go the spoils of competition. But that value might be vanishingly thin – as it was for Wall St, Detroit, the Gap, big food, big pharma, or big media. Constructive advantage means: to the creator of the thickest, goopiest, highest-quality value, go the spoils of construction.”