Competitors can easily, and legitimately, copy most products and business practices in relatively short periods. For instance, it does not take too long to imitate a new banking or insurance product, or an innovative marketing campaign. It may take a little bit longer though to copy a new consumer or industrial 24product, especially when patented. People in your organization, however, are much more difficult to copy. It is nearly impossible to copy their mindset, motivation, and their attitudes; in short, the competencies of your human capital.