Unfortunately, No Position Remains Unique Forever
Nespresso and Edward Jones built their success on finding and exploiting unique strategic positions in their industries. They did not try to imitate the strategic positions of their competitors. Nor did they try to do their competitors one better by competing with them directly. Instead, these companies created unique positions for themselves that allowed them to play entirely different games. Of course, no position can be totally different from all others, but the idea is to create as much differentiation as possible.