Humans have a natural tendency to benchmark against competitors. While this can create short-term alignment, it often comes at a cost. When organisations anchor themselves too closely to others in the market, differentiation begins to erode. Categories become less distinct, businesses become less valuable, and competition shifts towards similarity rather than uniqueness.This does not serve the market, and it does not serve the customer. As differentiation declines, consumers are left with fewer meaningful choices and less clarity on value. The paradox is that, in attempting to do the “right” thing by following the market, organisations can inadvertently weaken their own position. I think your sustainable advantage will not come from mirroring competitors, but from making deliberate choices that set you apart. What do you think?
““The more you like yourself, the less you are like anyone else, which makes you unique.” ”
