Offshore wind turbine installation contractor A2SEA stands as a great example of a company that grew from a commoditized, generic position to dominate its industry through the constant application of knowhow as a key differentiator. Despite this transformation over more than a decade, many of its clients and prospective customers still think, more or less, that the company just provides the vessels and crew to lift enormous structures into place far out to sea – and that’s something you can buy, well, from anyone, can’t you? A2SEA just wasn’t getting enough Return on Knowhow. Continue reading
