Rethinking Competitive Advantage

New Rules for the Digital Age

Ram Charan and Geri Willigan

Publisher: Currency
Publication Date:  April 6, 2021
Price: $18.26
224 pages; hardcover
ISBN: 978-0525575603


How do companies gain competitive advantage in the digital age? In this lively, accessible guide, Ram Charan – million-copy-bestselling author and advisor to some of the world’s top CEOs – reveals that the tech giants have radically rewritten the rules of business. If you want to win, you need to learn to play a new game.

Drawing on the inner workings of the likes of Netflix, Amazon and Alibaba, Charan explains what makes the digital giants soar. He defines the six unwritten rules they seem to follow for using their digital platforms, ecosystems, moneymaking models, team-based structures, and leadership with a laser-sharp focus on the individual’s customer experience. 

But these rules are not the preserve of Silicon Valley. Charan shows that they now apply to any company that wants to win against the competition.  And with stories of how traditional companies like Fidelity Investments, Walmart, and B2W have adopted them, he offers a practical toolbox for applying them to your business, starting today.

Whether you’re a C-suite executive, a fledgling entrepreneur, or an employee eager to adapt to a changing world, Charan will help you see how your company can succeed in the digital age. This book will be your guide.

“Another book for the ages from a master!…Once again, Ram Charan turns conventional principles on their head with this ingenious—and long overdue—reframing of competitive advantage. Particularly insightful is his emphasis on how the end-to-end individual consumer experience will separate winners from losers in our new digital age. The numerous lively examples in this essential read will give business practitioners plenty to think about as they seek to keep innovating and maintaining an edge.”

—Fred Hassan, chairman, Caret Group; former CEO, Schering-Plough and Pharmacia

Rethinking Competitive Advantage is the book to redefine advantage for the digital generation. Charan lays out the new golden rules for an increasingly competitive world. His unfettered access to leaders of successful companies gives him insights that you won’t find anywhere else.”

—Douglas L. Peterson, president and CEO, S&P Global

“Charan delivers an incredibly insightful and practical guide for leaders and practitioners. The culmination of a lifetime of winning strategies, Rethinking Competitive Advantage is brimming with solution-oriented advice….A must-read.” 

—Bruce D. Broussard, president and CEO, Humana Inc.

Rethinking Competitive Advantage offers more than just valuable insight into thinking digitally; any reader will learn how to organize and lead for success. Thanks as always, Ram!”

—David M. Cote, former chairman and CEO, Honeywell; author of Winning Now, Winning Later

“The companies we have invested in have mostly pursued a culture of attracting exceptional people, producing efficiently, and lowering cost. Market forces have obliged us to become more adaptable, consumer focused, and innovation oriented. Charan’s book Rethinking Competitive Advantage fits like a glove in helping us adjust to this new world, so much so that we are distributing it to all our top executives.”

—Jorge Paulo Lemann, co-founder, 3G Capital

“Winning the technological revolution isn’t about technology, as Rethinking Competitive Advantage demonstrates. Charan, grand master of strategy, has written the indispensable book on the radically new rules of the digital age.”

—Geoff Colvin, bestselling author of Talent Is Overrated and senior editor at large, Fortune

Download Rethinking Competitive Advantage Excerpt.

Excerpted from Rethinking Competitive Advantage: New Rules for the Digital Age by Ram Charan and Geri Willigan. Copyright © 2021 by Ram Charan and Geri Willigan. Excerpted by permission of Currency, an imprint of Random House, a division of Penguin Random House LLC, New York. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.