Rita McGrath & Sangeet Paul Choudary — Rule Makers, Rule Takers and Structural Uncertainty
"Structural uncertainty is simple. The game itself is in question. The playing field is in question. You're no longer playing with uncertainty inside the rules — the rules are the thing that's moving."
Rita McGrath wrote The End of Competitive Advantage and gave us transient advantage. Sangeet Paul Choudary wrote Reshuffle and won the 2025 Thinkers50 Strategy Award. Aidan McCullen puts them in the same room to ask a question neither can answer alone: in an age of AI, is advantage getting shorter, or are a small number of firms locking in something far more durable by making the rules everyone…
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