Why your “strategy” won’t survive competition

Start building strategic assets that last.

For years, I have researched companies obsess over tactics: new funnels, new playbooks, new campaigns, new “growth hacks.” And every time a competitor launched something shiny, everyone rushed to copy it.

It didn’t take me long to understand that tactics don’t create lasting advantage. Anyone can copy tactics. But very few can copy assets.

The firms that …