Every business faces the existential threat of competitors producing cheaper copies. Even patent filings, market dominance and financial resources can’t shield them from copycats. So what can we do—and, what can we learn from companies that have endured and even prospered for centuries despite copycat competition?

In his book Leap, IMD professor of management and innovation Howard Yu shows that succeeding in today’s marketplace is no longer just a matter of mastering the old (copycat tactics); companies also need to continue the discovery process, harnessing new strategies and advancements in technology while leveraging shifts in the marketplace (leap strategy). Leap identifies five fundamental principles that allow companies to make a leap and stay successful in the face of such competition.