It’s a holy grail for many businesses — the search for sustainable competitive advantage. But Chris Zook points out that it’s elusive for most companies. He notes that less than one in ten achieve profitable growth over a decade, on average. Zook is the former head of Bain’s global strategy practice and coauthor of the book Repeatability: Build Enduring Businesses for a World of Constant Change. In this episode, he shares three key principles that can help your organization find and maintain an enduring competitive advantage, with real-world examples drawn from IKEA, Enterprise Rent-A-Car, and Nike.

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