My name is Greg Dickson, I have spent my career supporting, coaching, and mentoring entrepreneurs and small business owners in 44 industries.

“I am an intermediary, interpreter for small business owners in transition. I fill the gap between the lawyers, accountants, marketers, bankers and financiers. I work with entrepreneurs to create a customized package of services designed to meet their unique needs.”

A turning point came when I retired for the fourth time. I had time to reflect on the difference between those clients who struggled and those who succeeded. What I discovered came as a flash of insight.

I noticed something paradoxical: the companies that thrived weren't the ones with the biggest budgets or the smartest initial strategies—the companies that thrived were the ones whose founders never stopped learning.

I noticed there was a difference between my clients who easily achieved what they wanted and those who struggled. Each had similar goals, worries, and concerns. The difference came down to one undeniable fact: their ability to learn was the competitive advantage that transformed their results.

Rather than implementing the latest management trend, the successful invested heavily in continuous learning: open to experimentation, celebrating intelligent failures, and creating a culture where curiosity was as valued as results. The transformation wasn't about one breakthrough insight; it was about building learning into the DNA.

This is when I realized that learning itself is the only truly sustainable competitive advantage.

In this rapidly changing world, what you know today can become obsolete tomorrow. But the ability to learn, adapt, and evolve? That's permanent. That's defensible. That's what separates leaders from the rest.

I decided to found Perpetual Advantage, driven by a simple mission: to help business leaders and entrepreneurs understand that evolution through learning is non-negotiable in today's world. My coaching focuses on helping executives and teams expand their learning capabilities — which compound over time, creating sustainable success regardless of market disruption or circumstances.