Netflix has grown from being a scrappy start-up to massive streaming platform that has won 8 Oscars. Since 1997, their vision has to change the way we consume content. 

Netflix' secret weapon was putting emphasis on customer data. Netflix rose to the successful company that it is today because they kept their customers watching. Their effective implementaion of customer data is their sustainable competitive advantage over the rest.

Although apple didn't invent the personal computer, they perfected it.

They took a different approach to their product by making technology easy. What Apple did was bring personal computing to the everyman while companies like IBM limited themselves to 2 target audience: businessmen and programmers.

Apple knew their audience and operate with an asotnishing clarity of focus. They are leading the market through their obsessive focus on the user experience.

Throughout the 50s til the 70s Coke was already leading the market and outselling Pepsi. Although they had a long-standing roller coaster ride rivalry, Coke still won as America's cola.

While Pepsi's formulation was enticing, Coke's was more sustainable. Coke's sustainable competitive advantage was that their product marketed itself.