2023: The Year of Living Cautiously

Rita McGrath
4 min readJan 18, 2024

It’s going to be a while before we truly make sense of 2023. A pervasive sense of uncertainty seemed to linger in the atmosphere. New projects got put on hold, once-exuberant tech companies laid people off and we’re still suffering the lingering aftereffects of the pandemic in ways large and small. Incredibly, to me, this year marked the 10th anniversary of the publication of my book, The End of Competitive Advantage. In it, I introduced the concept of Transient Advantage, the idea that competitive advantages that were once believed to be long-lasting are becoming shorter and shorter as…

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Rita McGrath

Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.