Provided to youtube by zebralution gmbh iconic advantage dont chase the new innovate the old chapter 17 soon yu dave birss iconic advantage dont chase the new innovate the old . Dont chase the new innovate the old the best way to protect your business from these threats is by building iconic advantage a strategy that builds real differentiation based on meaningful product benefits this will help any business build deep and lasting loyalty with their customers that they can grow year on year and use to . Dont just chase the new innovate the old modern business gurus all cry for the need to innovate to disrupt and to act like a startup its hard to argue with that kind of thinking its sexy and exciting but its wrong. An iconic advantage strategy is for companies that want to establish market leadership by becoming the standard bearer in their market this is about focusing your efforts in the right places it means instead of just chasing shiny new objects you focus on innovating the old where your existing strengths lie
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