Bezos of Amazon once expressed that some companies may not have one single advantage and hence weave a rope of many small advantages.

Rethinking Competitive Advantage is a handbook written by Ram Chavan and Geri Willigan. Here they identify six new rules for competition in the digital age.

Among these rules, two that feature prominently are personalised customer experiences at scale and using data and algorithms to build robust digital platforms.

Traditional competitive advantages persist — brand reputation, patents and proprietary technology.

The new criteria have been discovered by accident. Facebook, Apple and MS chiefs have allowed technology, imagination and intuition to guide them.

Funding creates an edge for digital companies. Competitive landscape has changed which calls for new kind of leadership. Let us call it digital leadership. Traditional businesses are being transformed into digital businesses. Here even a young leader, without experience, can emerge as a leader.