The one question you need to be able to truly answer… “Why would someone buy from me and not the person down the road?” Easy to ask, difficult to answer. Put another way, are you clear on what makes you special? How would you describe your competitive advantage (CA)? The reason the answer to this question is so critical is because it should be your starting point. How can you develop a business strategy, let alone fix on a business model, without a CA that differentiates your business? Armed with a distinct CA the development of your strategy across marketing, operations, HR and finances should become much clearer. They will have a better chance of working together and building, rather than pulling apart at the seams. The trouble is that uncovering, or developing, a CA is not an easy process . Those that have been...

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