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Whatever the circumstance, one thing we can be sure of is that the future is coming. No matter the success of the standards and systems of the past, disruption is inevitable. Incidentally, it is in crises that the future often arrives. Think back to some of the biggest technological innovations of the past and you will find yourself in the greatest wars and struggles of history.

COVID is no different. The past few months have seen the future that we knew was awaiting us arrive far ahead of schedule bringing with it the innovations and solutions that we were promised in a decade.

In an age characterised by disruption and change, competition which breaks the standing paradigms and conventions of the past is not only rampant but important. Unconventional competition is the biggest threat to established businesses and industries whose practices and market seem set and secure.