Competing on an equal footing? Do this to stand out. "Here's the problem: The top three or four business schools in the country all work from the same sources. We use the same textbooks, the same materials, even the same ideas. And yet one always comes out on top. And I've always wondered why!"

Oprah said that the best answer to racism was personal excellence. The concept can be taken even further. Personal excellence is the solution to a great many things, one of which is the catastrophically damaging labour unrest currently choking our economy into negative growth.

Own Your Industry - How to Position Yourself as an Expert, is the first book published on our continent on the topic of becoming an industry expert by design, courtesy of Penguin Books SA. Here are Douglas Kruger's top 5 Own Your Industry principles, which you can apply directly to your business and brand.

Remaining relentlessly relevant. The big carmakers are constantly challenged by it. Mercedes have been doing it for well over a hundred years, and to this day - to this century - a surprising total of the new innovations still proceed from their stable.

If you walk up the hillside and they follow you, you are a guru. If you walk up the hillside and they do not, you are a lost hillbilly. How to offer irresistible breadcrumbs. If you walk up the hillside and they follow you, you are a guru. If you walk up the hillside and they do not, you are a lost hillbilly.

You want to know how to elevate your speaking career. The next steps in your evolution may not look the way you expect them to. It takes great self-belief, true originality, and significant forged-in-the-fire willpower to become an iconic speaker.

Working humanity is dividing into two distinct species. The divide will only increase. Will you board the right bus?

You have all the technical skill in the world, but with a few choice behavioural moves, it is entirely possible for you to undermine your own position as an industry expert.

How leaders can creatively dismantle their own organisations

A gift for you

Douglas’s articles are always free for use in your magazines, newspapers or e-zines. Many have been previously published in magazines like Entrepreneur or online forums like Bizcommunity.com. They focus on entrepreneurship, public speaking, expert positioning and innovation. Please attribute any articles used, and drop Douglas an email so that he can also publicise your title.