Sustaining the competitive edge

Sustaining the competitive edge

The need to sustain competitive edge has become an imperative in today’s business environment. A result driven momentum in the market place ensures survival and perhaps provides key to the future. As the old African proverb says, “when the sun goes up, the gazelle wakes up knowing it must outrun the fastest lion or it will be eaten. The lion wakes up knowing it must outrun the slowest gazelle or it will starve to death. It doesn’t matter, whether you are a lion or a gazelle, when the sun goes up, you better be running.”

Having said that, for an organization to maintain the momentum is not very easy. Any initiative to increase the momentum is interjected, often by the organization’s culture that is used to complacency and inefficiency. Pace-setters often stumble upon bureaucracy, rules and more importantly the culture that has embraced complacency. Now, consider work where time is money - every second, minute and hour billed. For what? Complacency? The competitive edge that needs to be garnered every second, instead spreads complacency.

What is required to gain the much needed impetus? The table below provides an indication of the situation now and the much needed change.
Current Situation
Required Change


Processes: Emphasis on enhancing existing processes.
Market Knowledge: Lack of competitors and market knowledge
Reactive: Act on complaints; not otherwise
Averse to risk: Culture is rigid and doesn’t allow chances
Time: Complacency reflects even in decision making. Long processes.


Flexibility: Need to adapt to demands.

Market Focus: Learn to quickly analyze situations in the market
Anticipation: Think 6 months in advance

Confidence:“Do whatever it takes” attitude to prevail

Efficiency: Focus on continuous improvement