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Your next competitor makes toilet paper
Got a good idea who your competitors are? Chances are you glare at their table at industry shindigs. Their delivery drivers cut yours up at roundabouts. You’ve hopefully spent a fair bit of time mapping their strengths and weaknesses, and how you compare.
But they’re not the ones you should worry about.
Nokia are one of the world’s leading mobile phone companies. Yet 20 years ago, before they’d ever set sight on a mobile, they were still a world leader – only in toilet paper manufacturing.
And for the first decade of this millennium, UK newspapers embarked on a ferocious price war to win market share from each other. Today their business model has been hollowed-out by San-Francisco resident Craig ...
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