In times when technology has become a commodity, design and user experience are increasingly becoming a competitive advantage.

When I was still at university, in my economics course, I learned about Michael Porter and his theories of positioning companies in the market. These then called Porter’s 5 forces.  Porter, a renowned professor at Harvard Business School, managed through a strategic vision to show us the pillars for the full operation of companies, which are: threat of substitute products; threat of entry of new competitors; bargaining power of customers; bargaining power of suppliers, and rivalry among competitors.