A competitive advantage is the factor that differentiates a business from its competitors.  In other words, it is what separates your business from every other business in your industry.  Think of your business and ask yourself, from a customer’s perspective, “Why should I buy from you?”  That answer is your competitive advantage.

A sustainable competitive advantage is a long-term competitive advantage that a company’s competitors cannot duplicate or surpass.  This is what separates your business from competitors over the long term.

In the article titled “The 6 Keys To Real Sustainable Competitive Advantage” Martin Zwilling explains 6 keys to a sustainable competitive advantage.  They are:

  1. Real intellectual property
  2. A dynamic product line, rather than a single product
  3. Dramatic cost improvement for cause
  4. Proven team with inside relationships
  5. Lock on the market or customer base
  6. Strong focus and differentiation

Think about your business as you read these, and determine if any of them apply.  If none apply, why not?  Are there any that Zwilling did not mention?

Knowing this information, you may want to reevaluate your marketing message.  Are your customers aware that your company has a sustainable competitive advantage?  If you have not properly positioned your company in the market, your customers probably do not know why they should buy from you and not a competitor.

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