Rule 1: Power isn’t only what you have, but also what your competitors think you have.
Rule 2: Never go outside the experience of your people.
Rule 3: Wherever possible, go outside the experience of your competitors.
Rule 4: Make your competitors live up to their own book of rules.
Rule 5: Ridicule is a company’s most potent weapon.
Take a look at the first rule and think about Apple, Facebook, and Google. Innovative engineering is not the greatest asset to any of these companies, but media savvy is! Their messages, “We’re prettier than you” (Apple), “We’re younger than you” (Facebook) and “We’re smarter than you” (Google), and voice are deterrent enough for most would-be competitors.
Second, never go outside the experience of your people or make the proper investment in your employees so that you have the tools that you need. Invest in everyone under your umbrella, provide all of your staff opportunities to get in the sandbox and learn new things. This allows everyone to rekindle their passion for their focus, and fosters an atmosphere of imagination and innovation.
Take a look at the other three rules and more in depth explanation of the first two.