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A determined effort of companies to improve their potential of success-ability through a development of their own competitiveness is very significantly reflected in the nature of their competitive environment. A question can be asked: what changes are introduced and what their mechanism is. The main objective of this article has been to define a theoretical background to a principle of a competitive space demands accelerator and its impacts on deterioration and sustainability of competitive advantages. The methodology used is based upon a success-ability concept. The success-ability concept describes behavior of companies in the way which – from the point of an approach to competitiveness development – is able to identify specific features, frequently neglected by conventional approaches. Presented paper defines a mechanism of growing level of demands of competitive environment especially in the context of three key factors – company, its competitors and customers and their needs. The paper explains a paradox - an endeavor to gain higher level of advantage results in a rapid deterioration of new, achieved level of such advantage, in the sense of a lead over competitors, practically very soon after securing of such advantage.