The only sustainable competitive advantage you have...

Is superior understanding of your customers.

You cannot, repeat, cannot, maintain a tech or marketing advantage in the long run, as its way too easy for somebody to copy what you're doing.

You must not only figure out what customer's value your product/service/idea, but why.

• Why pay a premium for you product when the competition sells for less?
• Why drive the extra 25 km to a corner store when they are 4 less than a block away?
• Why should I tell my friends about you?
• Why is your offering so irresistible I cannot be forced to keep it a secret?
• Why value our relationship?
• Why are you remarkable?
• Why should I stick by your side in good times and bad?

If you don't understand your customers, your competition just might. And that might put you out of business for good. Especially during recessions.