“During my career I have learned that no matter how dominant your brand, how big your distribution footprint or how much you spend on advertising, the market is your master, not your servant. Try to manipulate or push a market against the prevailing current, and punishment will be swift and severe.

To win in a competitive landscape you need to identify, develop and leverage your strengths to obtain a strategic advantage in the market place.

Today the biggest competitive advantage is speed. If you can identify and fill a market gap quicker than your competitor you will win. It’s not always necessary to have the best solution, just a solution at the right time.

Identifying emerging trends and developing them is the best way to move your business to the next level rather than just simply copying your competitors.”