"رقابت در ابعادی مانند کیفیت یا هزینه مخرب متقابل است و به ایجاد مزیت پایدار منجر نمی‌شود"

The main takeaway here is that battling over who can make the best or the cheapest product doesn't actually give anyone a lasting edge. It's a race to the bottom where everyone gets hurt. Companies might think they're winning by cutting costs or improving quality slightly, but in the end, it's just not sustainable. They end up in a never-ending cycle of trying to outdo each other in areas that don’t foster long-term growth.

Historically, this kind of thinking gained traction during the intense market competitions of the late 20th and early 21st centuries. Think about the tech wars between big companies like Apple and Microsoft. They were constantly trying to outdo each other with better hardware, cheaper prices, and innovative features. But did it lead to a sustainable advantage for either? Not really. They both had to keep pushing the envelope just to stay in the game, without creating a true, lasting edge.

Let’s take a real-life example to make it clearer. Look at the airline industry. Airlines have been competing on price for years, leading to a situation where they’re forced to cut costs wherever they can. This has led to cramped seats, reduced services, and a generally unpleasant experience for travelers. It’s a race where no one wins—airlines struggle with thin margins, and passengers get a worse experience. It’s not sustainable.

So, what should companies be doing instead? Focus on creating unique value that can't easily be replicated. Think about Southwest Airlines. Instead of just competing on price or quality, they created a unique model based on low-cost, no-frills, and exceptional customer service. They carved out a niche that was difficult for others to copy. They focused on a different dimension—customer experience—and turned it into their sustainable advantage.

Now, imagine you’re running a small business. Instead of trying to undercut your competitors’ prices or match their product quality tit-for-tat, think about what makes you unique. Maybe it’s your exceptional customer service, your unique product design, or your commitment to sustainability. Focus on that. Make it your cornerstone. Build your brand around it.

Picture this scenario: You own a local coffee shop. There’s another cafe down the street that's always trying to outdo you with better coffee machines or cheaper prices. Instead of falling into that trap, you decide to create a cozy, community-focused space where people feel at home. You host local artists, offer comfy seating, and remember your regulars' names and orders. Over time, your place becomes the go-to spot for people wanting a warm, friendly environment. Your competitor might have fancier machines or cheaper lattes, but you’ve created something they can’t replicate: a community and a feeling of belonging. And that’s your sustainable advantage.

So, the next time you’re thinking about how to get ahead, remember that it’s not always about being the cheapest or the highest-quality. Sometimes, it’s about being different in a way that truly matters to your customers. That’s what will give you a lasting edge.