I’m aware that the title of this post will attract the ire of many. But, if you’ve read my other posts, then you know that I’m not afraid to challenge the status quo. In fact, I positively relish in it.

In a nutshell, the Myth of Competitive Advantage is based on three flawed assumptions:

1) Only we can do it;
2) Only we are doing it; and
3) Only we can sustain it.

Of course, none of those things are true, but that doesn’t stop a lot of companies from believing it.

On this occasion, the company that’s guilty of making these assumptions is Italy Novartis Farma S.p.A. in Origgio. In their job description, is this remarkable statement. The successful candidate will be expected to “Closely follow competitors on the market and provide local marketers with tools to evaluate and counteract competitive entrance on the market.” Did you get that? If you didn’t, then read it again.

No one on this planet can prevent another person or company from making a “competitive entrance” into the market if that person or company is determined to do it.

My condolences to whoever gets this job, because they are destined to fail.

If you’d like to learn more about The Myth of Competitive Advantage, then read Chapter 6 of our book, Managing Value-Based Organizations: It’s Not What You Think. It’s available from Amazon.