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Guest post: The nuances of an unfair advantage

Guest post: The nuances of an unfair advantage

Guest post: The nuances of an unfair advantage

Guest post: The nuances of an unfair advantage

An unfair advantage is a powerful tool to outsmart the competition and captivate the consumer.

An unfair advantage is a powerful tool to outsmart the competition and captivate the consumer.

Mollie-guides

Jan 16, 2023

Cis Scherpereel

Ecommerce strategist

This blog post has been crafted by ecommerce strategist Cis Scherpereel.

An unfair advantage is a potent tool for outpacing competitors and captivating consumers. In this post, we'll delve into the basic principles using the case of Brauzz.com.

The term "unfair advantage" might initially feel unfamiliar. However, through an exploration of an innovative case, you'll discover the true value behind having an unfair advantage.

Thanks, Jay

The concept of an "unfair advantage" is not novel. Coined by Jay Barney in 1991 as a 'Sustainable Competitive Advantage,' it can be defined as:

"A value-creating strategy that is not simultaneously implemented by a current or potential player."

Barney's perspective emphasises the ability to maintain a competitive edge with assets that are not easily replicable.

From Barney's studies, we discern that an unfair advantage often resides in the amalgamation of value-creating assets unique to a brand or company. These assets can manifest physically, such as a strategic location, or in an intellectual or technological context, encompassing patents, trademarks, and specialised software.

This blog post has been crafted by ecommerce strategist Cis Scherpereel.

An unfair advantage is a potent tool for outpacing competitors and captivating consumers. In this post, we'll delve into the basic principles using the case of Brauzz.com.

The term "unfair advantage" might initially feel unfamiliar. However, through an exploration of an innovative case, you'll discover the true value behind having an unfair advantage.

Thanks, Jay

The concept of an "unfair advantage" is not novel. Coined by Jay Barney in 1991 as a 'Sustainable Competitive Advantage,' it can be defined as:

"A value-creating strategy that is not simultaneously implemented by a current or potential player."

Barney's perspective emphasises the ability to maintain a competitive edge with assets that are not easily replicable.

From Barney's studies, we discern that an unfair advantage often resides in the amalgamation of value-creating assets unique to a brand or company. These assets can manifest physically, such as a strategic location, or in an intellectual or technological context, encompassing patents, trademarks, and specialised software.

This blog post has been crafted by ecommerce strategist Cis Scherpereel.

An unfair advantage is a potent tool for outpacing competitors and captivating consumers. In this post, we'll delve into the basic principles using the case of Brauzz.com.

The term "unfair advantage" might initially feel unfamiliar. However, through an exploration of an innovative case, you'll discover the true value behind having an unfair advantage.

Thanks, Jay

The concept of an "unfair advantage" is not novel. Coined by Jay Barney in 1991 as a 'Sustainable Competitive Advantage,' it can be defined as:

"A value-creating strategy that is not simultaneously implemented by a current or potential player."

Barney's perspective emphasises the ability to maintain a competitive edge with assets that are not easily replicable.

From Barney's studies, we discern that an unfair advantage often resides in the amalgamation of value-creating assets unique to a brand or company. These assets can manifest physically, such as a strategic location, or in an intellectual or technological context, encompassing patents, trademarks, and specialised software.

This blog post has been crafted by ecommerce strategist Cis Scherpereel.

An unfair advantage is a potent tool for outpacing competitors and captivating consumers. In this post, we'll delve into the basic principles using the case of Brauzz.com.

The term "unfair advantage" might initially feel unfamiliar. However, through an exploration of an innovative case, you'll discover the true value behind having an unfair advantage.

Thanks, Jay

The concept of an "unfair advantage" is not novel. Coined by Jay Barney in 1991 as a 'Sustainable Competitive Advantage,' it can be defined as:

"A value-creating strategy that is not simultaneously implemented by a current or potential player."

Barney's perspective emphasises the ability to maintain a competitive edge with assets that are not easily replicable.

From Barney's studies, we discern that an unfair advantage often resides in the amalgamation of value-creating assets unique to a brand or company. These assets can manifest physically, such as a strategic location, or in an intellectual or technological context, encompassing patents, trademarks, and specialised software.

The Interplay of advantages

When co-authoring the book "Het Oneerlijk Voordeel" with Kurt Ostyn, we sought a contemporary definition:

"The unfair advantage is the interplay of unique strengths of a product, service, or brand that cannot be easily copied, is straightforward to communicate, and adds value to a target audience."

This extends beyond a Unique Selling Proposition (USP), involving a set of advantages that go beyond mere sales arguments. The unfair advantage encompasses more than just the product or service and transcends sales. It can include physical, intellectual, or technological aspects, as well as financial conditions and organisational structures. The unfairness lies in the fact that your competitor cannot copy or claim that advantage. The trump card is unequivocally yours and no one else's.An example will make this much clearer.

When co-authoring the book "Het Oneerlijk Voordeel" with Kurt Ostyn, we sought a contemporary definition:

"The unfair advantage is the interplay of unique strengths of a product, service, or brand that cannot be easily copied, is straightforward to communicate, and adds value to a target audience."

This extends beyond a Unique Selling Proposition (USP), involving a set of advantages that go beyond mere sales arguments. The unfair advantage encompasses more than just the product or service and transcends sales. It can include physical, intellectual, or technological aspects, as well as financial conditions and organisational structures. The unfairness lies in the fact that your competitor cannot copy or claim that advantage. The trump card is unequivocally yours and no one else's.An example will make this much clearer.

When co-authoring the book "Het Oneerlijk Voordeel" with Kurt Ostyn, we sought a contemporary definition:

"The unfair advantage is the interplay of unique strengths of a product, service, or brand that cannot be easily copied, is straightforward to communicate, and adds value to a target audience."

This extends beyond a Unique Selling Proposition (USP), involving a set of advantages that go beyond mere sales arguments. The unfair advantage encompasses more than just the product or service and transcends sales. It can include physical, intellectual, or technological aspects, as well as financial conditions and organisational structures. The unfairness lies in the fact that your competitor cannot copy or claim that advantage. The trump card is unequivocally yours and no one else's.An example will make this much clearer.

When co-authoring the book "Het Oneerlijk Voordeel" with Kurt Ostyn, we sought a contemporary definition:

"The unfair advantage is the interplay of unique strengths of a product, service, or brand that cannot be easily copied, is straightforward to communicate, and adds value to a target audience."

This extends beyond a Unique Selling Proposition (USP), involving a set of advantages that go beyond mere sales arguments. The unfair advantage encompasses more than just the product or service and transcends sales. It can include physical, intellectual, or technological aspects, as well as financial conditions and organisational structures. The unfairness lies in the fact that your competitor cannot copy or claim that advantage. The trump card is unequivocally yours and no one else's.An example will make this much clearer.

Keep it clean

In 2021, three students proudly launched Brauzz, a webshop offering innovative solutions for cleaning products. Just one year after its inception, their market research and collaboration with laboratories resulted in a unique product range.

Despite its brief existence, Brauzz can already boast thousands of loyal customers by the end of 2022.

The unfair advantage at Brauzz lies in product innovation and the creation of a solution unparalleled in the cleaning industry. The flexibility and open-mindedness led Brauzz to think beyond established patterns. Competitors, particularly the industry giants, can only watch, lacking the startup mentality that keeps Brauzz dynamic and innovative. They remain entrenched in their own established production patterns.

However, we were discussing a synergy of strengths. Product innovation in the market is just one aspect, further enhanced by sustainability factors. By eliminating water, Brauzz ships concentrates in the form of tablets and paper strips. These can be conveniently delivered to the mailbox, presenting significant advantages in terms of both convenience and environmental impact.

In 2021, three students proudly launched Brauzz, a webshop offering innovative solutions for cleaning products. Just one year after its inception, their market research and collaboration with laboratories resulted in a unique product range.

Despite its brief existence, Brauzz can already boast thousands of loyal customers by the end of 2022.

The unfair advantage at Brauzz lies in product innovation and the creation of a solution unparalleled in the cleaning industry. The flexibility and open-mindedness led Brauzz to think beyond established patterns. Competitors, particularly the industry giants, can only watch, lacking the startup mentality that keeps Brauzz dynamic and innovative. They remain entrenched in their own established production patterns.

However, we were discussing a synergy of strengths. Product innovation in the market is just one aspect, further enhanced by sustainability factors. By eliminating water, Brauzz ships concentrates in the form of tablets and paper strips. These can be conveniently delivered to the mailbox, presenting significant advantages in terms of both convenience and environmental impact.

In 2021, three students proudly launched Brauzz, a webshop offering innovative solutions for cleaning products. Just one year after its inception, their market research and collaboration with laboratories resulted in a unique product range.

Despite its brief existence, Brauzz can already boast thousands of loyal customers by the end of 2022.

The unfair advantage at Brauzz lies in product innovation and the creation of a solution unparalleled in the cleaning industry. The flexibility and open-mindedness led Brauzz to think beyond established patterns. Competitors, particularly the industry giants, can only watch, lacking the startup mentality that keeps Brauzz dynamic and innovative. They remain entrenched in their own established production patterns.

However, we were discussing a synergy of strengths. Product innovation in the market is just one aspect, further enhanced by sustainability factors. By eliminating water, Brauzz ships concentrates in the form of tablets and paper strips. These can be conveniently delivered to the mailbox, presenting significant advantages in terms of both convenience and environmental impact.

In 2021, three students proudly launched Brauzz, a webshop offering innovative solutions for cleaning products. Just one year after its inception, their market research and collaboration with laboratories resulted in a unique product range.

Despite its brief existence, Brauzz can already boast thousands of loyal customers by the end of 2022.

The unfair advantage at Brauzz lies in product innovation and the creation of a solution unparalleled in the cleaning industry. The flexibility and open-mindedness led Brauzz to think beyond established patterns. Competitors, particularly the industry giants, can only watch, lacking the startup mentality that keeps Brauzz dynamic and innovative. They remain entrenched in their own established production patterns.

However, we were discussing a synergy of strengths. Product innovation in the market is just one aspect, further enhanced by sustainability factors. By eliminating water, Brauzz ships concentrates in the form of tablets and paper strips. These can be conveniently delivered to the mailbox, presenting significant advantages in terms of both convenience and environmental impact.

Naming Your Advantage

While a competitive edge can be temporary, such as winning an Innovation Award, it's crucial to articulate and communicate that advantage strongly during its peak value. Brauzz's sustainability aspect is ingrained in its business model, communicated consistently on their website and across all channels.

The unfair advantage can be regionally strong but may vary internationally. Brauzz experiences that certain advantages may not carry the same weight in every country.

Naming your unfair advantage is crucial. It goes beyond textual articulation; Brauzz's visual identity, including color palette, packaging, and photography, aligns with its brand.

When business strengths align with customer benefits that appeal to consumers, your communication about your unfair advantage resonates with customers, both in their hearts and minds, creating fans.

Naming your unfair advantage always stems from the unique customer benefits in your value proposition.

But there is yet another crucial step.

While a competitive edge can be temporary, such as winning an Innovation Award, it's crucial to articulate and communicate that advantage strongly during its peak value. Brauzz's sustainability aspect is ingrained in its business model, communicated consistently on their website and across all channels.

The unfair advantage can be regionally strong but may vary internationally. Brauzz experiences that certain advantages may not carry the same weight in every country.

Naming your unfair advantage is crucial. It goes beyond textual articulation; Brauzz's visual identity, including color palette, packaging, and photography, aligns with its brand.

When business strengths align with customer benefits that appeal to consumers, your communication about your unfair advantage resonates with customers, both in their hearts and minds, creating fans.

Naming your unfair advantage always stems from the unique customer benefits in your value proposition.

But there is yet another crucial step.

While a competitive edge can be temporary, such as winning an Innovation Award, it's crucial to articulate and communicate that advantage strongly during its peak value. Brauzz's sustainability aspect is ingrained in its business model, communicated consistently on their website and across all channels.

The unfair advantage can be regionally strong but may vary internationally. Brauzz experiences that certain advantages may not carry the same weight in every country.

Naming your unfair advantage is crucial. It goes beyond textual articulation; Brauzz's visual identity, including color palette, packaging, and photography, aligns with its brand.

When business strengths align with customer benefits that appeal to consumers, your communication about your unfair advantage resonates with customers, both in their hearts and minds, creating fans.

Naming your unfair advantage always stems from the unique customer benefits in your value proposition.

But there is yet another crucial step.

While a competitive edge can be temporary, such as winning an Innovation Award, it's crucial to articulate and communicate that advantage strongly during its peak value. Brauzz's sustainability aspect is ingrained in its business model, communicated consistently on their website and across all channels.

The unfair advantage can be regionally strong but may vary internationally. Brauzz experiences that certain advantages may not carry the same weight in every country.

Naming your unfair advantage is crucial. It goes beyond textual articulation; Brauzz's visual identity, including color palette, packaging, and photography, aligns with its brand.

When business strengths align with customer benefits that appeal to consumers, your communication about your unfair advantage resonates with customers, both in their hearts and minds, creating fans.

Naming your unfair advantage always stems from the unique customer benefits in your value proposition.

But there is yet another crucial step.

Exploiting the Advantage

The commercial value of an advantage only emerges when it's exploited. Brauzz effectively uses various channels, from Instagram to blog posts, to communicate its graphic style, sustainability efforts, and accolades. Consistently delivering on promises, offering subscription models, and sending refill packages contribute to customer satisfaction. Brauzz seizes every opportunity to fulfill this educational role.

The production of tablets and strips begins in the lab and concludes in the inventory. This, too, is exploitation: getting things done.

The commercial value of an advantage only emerges when it's exploited. Brauzz effectively uses various channels, from Instagram to blog posts, to communicate its graphic style, sustainability efforts, and accolades. Consistently delivering on promises, offering subscription models, and sending refill packages contribute to customer satisfaction. Brauzz seizes every opportunity to fulfill this educational role.

The production of tablets and strips begins in the lab and concludes in the inventory. This, too, is exploitation: getting things done.

The commercial value of an advantage only emerges when it's exploited. Brauzz effectively uses various channels, from Instagram to blog posts, to communicate its graphic style, sustainability efforts, and accolades. Consistently delivering on promises, offering subscription models, and sending refill packages contribute to customer satisfaction. Brauzz seizes every opportunity to fulfill this educational role.

The production of tablets and strips begins in the lab and concludes in the inventory. This, too, is exploitation: getting things done.

The commercial value of an advantage only emerges when it's exploited. Brauzz effectively uses various channels, from Instagram to blog posts, to communicate its graphic style, sustainability efforts, and accolades. Consistently delivering on promises, offering subscription models, and sending refill packages contribute to customer satisfaction. Brauzz seizes every opportunity to fulfill this educational role.

The production of tablets and strips begins in the lab and concludes in the inventory. This, too, is exploitation: getting things done.

Five Crucial Questions

To apply these insights to your brand, ask these five questions, only proceeding to the next if you can answer "yes" to the previous:

  1. Is your advantage valuable?

  2. Is your advantage rare?

  3. Is your advantage difficult to copy?

  4. Is your advantage nameable?

  5. Is your advantage exploitable?

Be critical of yourself, but don't be naive. In the world of business, everything is available for a price, and replication is always a possibility. It's crucial to lean towards a 'YES' for each question. Rarely will it be a straightforward 100% in one direction.

To apply these insights to your brand, ask these five questions, only proceeding to the next if you can answer "yes" to the previous:

  1. Is your advantage valuable?

  2. Is your advantage rare?

  3. Is your advantage difficult to copy?

  4. Is your advantage nameable?

  5. Is your advantage exploitable?

Be critical of yourself, but don't be naive. In the world of business, everything is available for a price, and replication is always a possibility. It's crucial to lean towards a 'YES' for each question. Rarely will it be a straightforward 100% in one direction.

To apply these insights to your brand, ask these five questions, only proceeding to the next if you can answer "yes" to the previous:

  1. Is your advantage valuable?

  2. Is your advantage rare?

  3. Is your advantage difficult to copy?

  4. Is your advantage nameable?

  5. Is your advantage exploitable?

Be critical of yourself, but don't be naive. In the world of business, everything is available for a price, and replication is always a possibility. It's crucial to lean towards a 'YES' for each question. Rarely will it be a straightforward 100% in one direction.

To apply these insights to your brand, ask these five questions, only proceeding to the next if you can answer "yes" to the previous:

  1. Is your advantage valuable?

  2. Is your advantage rare?

  3. Is your advantage difficult to copy?

  4. Is your advantage nameable?

  5. Is your advantage exploitable?

Be critical of yourself, but don't be naive. In the world of business, everything is available for a price, and replication is always a possibility. It's crucial to lean towards a 'YES' for each question. Rarely will it be a straightforward 100% in one direction.

About Cis Scherpereel

In 2021, Cis Scherpereel was honoured as the very first Eccommerce Personality of the Year in Belgium by Safeshops and Bol.com. Undoubtedly, an unfair advantage. He serves as the co-founder of Mex United, aiding numerous retailers as an e-commerce strategist to implement e-commerce effectively.

Connecting – Inspiring – Sharing. This encapsulates how Cis embodies his given name and expresses his passion for sharing knowledge. Cis plays the roles of a teacher, strategist, author, and podcast host of "De E-commerce Podcast."

Don't miss out on the insights shared in "De E-commerce Podcast."

In 2021, Cis Scherpereel was honoured as the very first Eccommerce Personality of the Year in Belgium by Safeshops and Bol.com. Undoubtedly, an unfair advantage. He serves as the co-founder of Mex United, aiding numerous retailers as an e-commerce strategist to implement e-commerce effectively.

Connecting – Inspiring – Sharing. This encapsulates how Cis embodies his given name and expresses his passion for sharing knowledge. Cis plays the roles of a teacher, strategist, author, and podcast host of "De E-commerce Podcast."

Don't miss out on the insights shared in "De E-commerce Podcast."

In 2021, Cis Scherpereel was honoured as the very first Eccommerce Personality of the Year in Belgium by Safeshops and Bol.com. Undoubtedly, an unfair advantage. He serves as the co-founder of Mex United, aiding numerous retailers as an e-commerce strategist to implement e-commerce effectively.

Connecting – Inspiring – Sharing. This encapsulates how Cis embodies his given name and expresses his passion for sharing knowledge. Cis plays the roles of a teacher, strategist, author, and podcast host of "De E-commerce Podcast."

Don't miss out on the insights shared in "De E-commerce Podcast."

In 2021, Cis Scherpereel was honoured as the very first Eccommerce Personality of the Year in Belgium by Safeshops and Bol.com. Undoubtedly, an unfair advantage. He serves as the co-founder of Mex United, aiding numerous retailers as an e-commerce strategist to implement e-commerce effectively.

Connecting – Inspiring – Sharing. This encapsulates how Cis embodies his given name and expresses his passion for sharing knowledge. Cis plays the roles of a teacher, strategist, author, and podcast host of "De E-commerce Podcast."

Don't miss out on the insights shared in "De E-commerce Podcast."

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Table of contents

Table of contents

Table of contents

The Interplay of advantages

Keep it clean

Naming Your Advantage

Exploiting the Advantage

Five Crucial Questions

About Cis Scherpereel

More updates

View all

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MollieGrowthGuest post: The nuances of an unfair advantage
MollieGrowthGuest post: The nuances of an unfair advantage