Play “Unfairly” to Win

Instead of focusing on what needs improvement, let’s amplify your strength.

It is that time of the year – business target revisions, year-end performance reviews, and self-reflection on what could be improved.

Can I suggest something different this time?

Instead of focusing on what needs improvement, let’s amplify your strength.

I call it your unfair advantage.

Why this matters, especially now

2025 has been a challenging year for the luxury industry, both on a business and personal level.

And yet, no matter how challenging the macro market is, there are always players that continue to perform.

Brunello Cucinelli lifts 2025’s revenue growth forecast to be +12%
Ferrari ‘s Q3 2025 revenues grew 7% versus the previous year.
Hermès continued its double-digit growth.

These brands are thriving because they double down on what only they can do well.

On a personal note, my consulting business recorded its strongest performance to date, with over 200% year-on-year growth.

I delivered this by focusing on scaling what was already working.

Businesses and individuals that thrive in challenging years are the ones who know how to zoom in and scale their unfair advantages.

Playing unfairly as a business

Here are a few reflections to help you examine your business:

Identify your three core differentiators.

Be laser-focused on identifying the three things that make your business truly stand out vs your peers.

Is it your unique origin story?

Do you have a niche craftsmanship technique that’s hard to replicate?

Or are you proud to have a very loyal and high-performing store leadership team?
Stack your unfair advantages together.

One advantage is nice, but having three together is unique and irreplaceable.

For example: Celebrate your most distinctive Scottish whiskey heritage while highlighting your limited production quantity and a passionate team of private client leaders.
Intentionally amplify your advantages.

If your strength is your origin, how do you bring that story to life across as many client touchpoints as possible?

If it is your leadership team, how are you celebrating them, properly rewarding them, and investing in them so they can perform at their best?

Thriving businesses scale their unfair advantages by design.

Playing unfairly as an individual

This exercise matters just as much on a personal level, whether you’re growing a corporate career or exploring an entrepreneurial path. Here is how:

Reflect on your strength

We all have our unfair advantages. Do you know what yours are, and have you leveraged them?

People often tell me that I am charismatic, I am good at making people feel special, and I bring a global perspective as an Asian woman. These could be considered as my unfair advantages as an example.
Stack your strength to solve a market problem

How do your strengths work together, and who do they help?

For me, it is about working with global luxury businesses that need Asia-market expertise, while supporting leaders who believe in the power of memorable human interactions to amplify the impact of their client-facing teams.

How will you amplify your unfair advantage in 2026?

Is your current role allowing you to do so?

Otherwise, what could be a more strategic move?

In 2026, my focus is clear:
Investing more in PR and media exposure, spending more time as the face of the brand, and having more conversations with business partners and potential clients and less time sitting behind a computer.

If you’d like a thought partner to help you define, stack, and amplify those advantages, reach out for a conversation.

Whenever you are ready, here are the ways we can support you (or your business) to thrive in your industry:

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