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HealthHammer reinforcement

Business concept innovation isn't strictly about competitive strategy. It is not a way of positioning against competitors, but of going around them. It's based on avoidance, not attack. What is not different is not strategic. The only way to escape the squeeze of hyper-competition, even temporarily, is to build a business model so unlike what has become before that traditional competitors are left scrambling. When it's most effective, business concept innovation leaves competitors in a gut wrenching quandary.
-Gary Hamel, Author