I say that culture is the sustainable advantage because – in my view – a company is somewhat like a computer system. It is formed of two main parts, firstly the hardware and secondly the software. The hardware is the technical knowledge, machines, buildings and various other parts of a business – and, anyone can copy or reverse engineer this part, given enough time and resources. The software however, is the advantage because it is unique to you, unique to your company and it is exactly this culture that you have in your DNA that acts as the catalyst and magic to your success.