Rule: Advantage is Temporary
On-the-edge managers understand that competitive advantage is fleeting. So, they focus on continuously generating new sources of advantage and never lose sight of the fact that today’s winning strategy will probably not work tomorrow. In their minds, change is an opportunity—not a threat.
Rule: Time Pacing
On-the-edge strategy uses time (as distinct from speed) as a critical strategic weapon. On-the-edge companies set a metronome-like pace around the number of new products launched per year, the refreshment of brands, or the building of manufacturing capacity. Companies that set the pace of change in their industry hold a potent advantage; they understand the power of rhythm to get their businesses into a winning groove and keep them there.
