Build over buy
Differentiation takes a certain level of bespoke. You can't buy that in a fair market.
Fair markets sell what everyone else can also buy. If the capability is available as a commodity SKU, it is not where your edge lives.
Differentiation requires bespoke execution: domain models, workflows, data paths, and product surfaces that encode how you win. You can buy infrastructure and tools. You cannot buy judgment about your market packaged as a fair-market product.
Build where the alpha is. Buy where the problem is solved and undifferentiated. Pretending those two are the same is how strategy decks become procurement theater.
