Advantage is often dull

Durable business advantage rarely looks clever in a slide. It looks like switching costs, a distribution habit, a cost structure others cannot copy without pain, or a reputation that took years of uneventful reliability.

Chasing novelty is easier than becoming the least painful option in a category. Customers pay for the second thing more often than founders admit.

If your strategy requires everyone to notice how original you are, it is a campaign, not a moat.