When the search for “new” distracts from the disciplines that actually drive competitive advantage

When the search for “new” distracts from the disciplines that actually drive competitive advantage

by | Jan 29, 2026 | Articles, Business, Competitive Strategy, Employee Marketing, Financial Services, Higher Education, Hospitality, Marketing Strategy, Mobile Marketing, Nonprofit, Retail, Retail Banking, Thought Leadership

The question may not be verbatim, but executives often ask us for solutions that are “New and different” in marketing in their sectors. It typically emerges when performance appears to plateau or competitors seem to be advancing. While reasonable, the question rests...