71 Q UA RT E R _ 0 1 _ 2 0 2 6 71 I L L U S T R AT I O N S BY F E D E R I C O G A S TA L D I Misperceptions about the reach and durability of competitive advantage are hurting many companies’ profits. Five rules can help organizations maximize their edge over peers. Q UA RT E R _ 0 2 _ 2 0 2 6