Value of knowledge
Many people still focus a lot on the value of knowledge. Although this is still mostly valid thinking, it is interesting to note that knowledge is becoming more and more widespread. Internet is of course a big knowledge diffusion medium, as just about everything can be found on the WWW. You can even ask questions on specialised forums to get peoples' ideas and advice on subjects.
This large scale diffusion does reduce the potential for differentiation (and competitive advantage) based on information and knowledge and leads to the idea that added value must be searched elsewhere.
Creations are unique
One such possibility (and an important one we believe) is seeking added value in creativity. Creativity here is for example the act of inventing new data from available and existing data. This can concede unique competitive advantage. Many creativity techniques exist and can be used for this, but this does remain a subjective and delicate process.