Jonas Ridderstrale

We remember the likes of Dell and Dylan for their ability to innovate and then continuously reinvent themselves. Successful corporations and individuals perfect the art of creating imperfections - the Holy Grail of commerce. In a deregulated world, the new business reality is a "double economy" with increasing differences between the best and the rest.

Instead of appealing to what's average, you must explore what's extreme. Those who stay in the middle of the road will be run over by modern monopolists.

Using examples from some of the most successful contemporary business organizations, speaker Jonas Ridderstrale describes two ways in which to build sustainable competitive advantages:

• Adapt to the new business environment by developing business models that are incredibly fit by exploiting the imperfection of markets
• Compete on sex appeal by understanding people's moods