Where Experience Becomes the Advantage

In many cases, I implore business leaders to understand that true competitive advantage comes by way of applying technology in a way that improves customer experience.

Immersive tech such as AR and VR are particularly interesting examples in this regard. They sit at the intersection of physical and digital interaction and have tremendous value.

While most used to look at them as a passing fad, they have since proved to be useful in reducing uncertainty, improving understanding, and creating more engaging environments.

But that potential is not automatic. It actually depends on where and how they are applied.

Business leaders who focus on usefulness rather than novelty tend to see clearer opportunities.

They look for moments where immersive tools make decisions easier, interactions smoother, or outcomes more predictable. From there, real value behind disruptive technology begins to emerge.