I’ve been thinking a little about hard work.

We all work hard right? The usual definition of long hours usually comes to mind. Fine…but you can’t build a competitive advantage by putting in more time. Anyone can decide to work longer hours and do it – low barriers to entry – no particular skill required (other than say, maintaining effectiveness as hours on the job build).

So how can you work harder in unusual ways to get a true advantage which is hard to copy?

Try working difficult.

It’s a subtle but important variation on working hard. Working difficult goes to the heart of what it means to create value. You choose to do the work that others avoid, you choose to do the work that requires thinking but you do not choose the path of least resistance.