A strategy that is easily copied fails fast

Dan Wallace, co-author – The Physics of Brand

Be different and distinctive

“The more people that do the same thing, the less different and distinctive it becomes. And the less different and distinctive it becomes, the less effective it is. And that’s a real imperative towards innovative thought and innovative action.”

Murray Calder, strategist

Trial and error is good, but not forever

“By definition chance cannot lead to long term gains (it would no longer be chance); trial and error cannot be unconditionally effective: errors cause planes to crash, buildings to collapse, and knowledge to regress.”

Nassim Taleb, highly regarded scholar & statistician