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What’s the one competitive advantage your organization has that nobody can copy?
Competitors can duplicate features, replicate services, and mimic messaging. But there’s one thing they absolutely cannot replicate:
Who you authentically are.
When your organizational identity drives strategy, it becomes the foundation for every decision, every interaction, and every initiative. This creates a consistency and depth that superficial positioning cannot match.
And that’s powerful because people connect with authenticity in ways that go far beyond transactions. They understand and believe in what you represent, and they become advocates, partners, and loyal supporters. That gives your organization a competitive advantage that strengthens over time, instead of eroding.
Watch the video to see how Andre Viljoen, CEO of Fiji Airways, leveraged organizational identity to create outsized success.
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Below is an Autogenerated Transcript
How do you define happiness? Well, happiness comes if you nurture someone and you give them incredible service, and you care and you genuinely do that from the heart, you’re going to see happiness. And so that happiness is that spirit of love and caring and nurturing. And livery talks that. It’s not just a painting. It is an incredible message that the whole country associates with. And it starts with that.
Then we look at why we fight for Fiji. We’re the largest company in the country. Almost 50% of the economy is based on tourism. We bring in. We’re the biggest brand ambassadors around the world. Our Tourism Fiji, of which I chair, spends about 30 million a year on tourism marketing. We spend 150 million a year. So we work together, and our mutual job is to bring tourists to Fiji, to bring people to Fiji, come and experience this incredible, authentic hospitality, and nurturing that makes you happy. And so Gallup, I think, is rated as one of the happiest countries in the world a number of years in a row. And in all this, it’s all linked.
So our staff and I, I tell them every day and they behave that way. I tell them every day, You’re custodians of the most important organization in the country. We bring in tourists who, when they come in, create hospitals through what they spend in the country, they nurture the country, they provide income and food. And without tourism, we wouldn’t have an economy. It’s half the economy. And let’s see how to link it together. So our staff see their role as being the ambassadors, as being the, and I would say even deeper than that, and the nurturers of these amazing tourists that help this country in every possible way. And that’s the link of the entire spirit that we talk about. The Fijians spirit. And it starts when you get on board, when you, as you get on board, the first words you hear are ‘Bula’. And ‘Bula’ means welcome. Come and enjoy this beautiful island, the beautiful people. We welcome you. We have that for you.
