Josiah Wedgwood was born into a family of potters in Burslem, Staffordshire village. He is a potter who founded the Wedgwood & Bentley Company. In fact, he was credited as the industrialization of the pottery manufacture. The nature of Wedgwood’s completive advantage was the differentiator of being the first mover in the industry. He was the first people that creating the marketing strategy that demonstrates an incredible aptitude for marketing and brand equity. It is challenging to created sustainable competitive advantage to customers interest when other suppliers were producing similar goods. Wedgwood success was through the understanding of production techniques and the attention to changes of customers wants. He made the pottery that