A Summary and Self-Assessment

Most executives spend considerable time and energy in search of competitive advantage, usually in areas like strategy, tech nology, marketing, and other fields that are based on intellectual property or capital. This is smart.
Unfortunately, the ubiquity and flow of information has reduced the sustainability of these types of advantages such that companies enjoy shorter periods of differentiation than ever before. This trend will certainly continue, and most likely it will accelerate.
However, there is one competitive advantage that is available to any company that wants it and yet is largely ignored. What is more, it is as sustainable as it has ever been because it is ...

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