This article was published in Leadership in Action – a publication of the Center for Creative Leadership and Jossey-Bass.
By Pamela L. Shipp and Carl J. Davison
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In an increasingly competitive business environment, the ability of organizations and their leaders to recognize and employ every available advantage is critical to success. Leaders often confine their attempts to gain a competitive advantage to the obvious nuts-and-bolts areas: product design, manufacturing, technology, marketing, distribution, customer service, and so forth. Their aim is to focus their organizations’ strategies and activities on creating value that surpasses the value offered by their competitors.