What does it even mean anymore?
To achieve any material progress, you really need an injection of outside-in.
In 2021, for me, its all about competitive advantage.
How is that redefining an industry?
So, how do you deliver a competitive advantage?
What Ive seen firsthand across a number of brands is that some are asleep at the wheel.
To be blunt, that is naive and its going to catch the brand out.
A few years ago, I spent some time working with a big tobacco multinational.
Its a fair question but was it the right question?
As markets and consumer habits change, you have to keep moving you could never stand still.
So the real exam question is: am I spending my investment capital in the right areas?
Of course, back office technologies are important, its the foundation of your business.
However, its not the area that is going to drive competitive advantage.
Think SAP Commerce, SalesForce Commerce, or Magento.
Lets create an example of this.
Watch out for the charlatans and above all else, never stand still.
