If you have a unique offering or service that people prefer over your competitors, you have a competitive advantage. Yep, perceptions and experiences have a lot to do with consumers’ preferences, but that’s where marketing comes into play, you can persuade your consumers that you have a competitive advantage over others because of x, y and z.
For example…
If you wanted to teach your kids how to code, I’m sure you would do your research first. Let’s say you had two choices, a high school student who is a programming God but has no experience teaching kids and a qualified coding teacher with several years’ experience working with kids. The latter’s competitive advantage over the teenager is that she’s a professional. The former’s competitive advantage is that he’s a programming God and he lives two doors down and his mum is your best friend!
