In a globalized environment, most companies draw from the same information resources, while the easy and instant access to emerging technologies levels the commercial playing field. Over time, competitors begin to resemble each other and differentiation becomes increasingly challenging. Competitive advantage begins depending increasingly on the ability to create “blockbuster” products. These are few and far between. 

But there is another source of competitive advantage—the Thin Layer—a valuable stratum of information that usually remains unexploited even in our information age. Tapping into this normally inaccessible vein of information can enable your company to align your products and services to your customer’s real expectations, rather than to your assumptions of their needs. The more closely you align with your customers’ expectations, the higher your competitive advantage and the lower your costs.