Virtually all businesses, from the early stage enterprise to the Fortune 50, face adversity at various times in their life cycle. Why does one company thrive and another struggle when both are within the same industry and economic climate? Why does a company deliver exceptional growth three years running while a competitor struggles to produce good results for just one year and then regresses to a no-growth phase? What are the distinguishing characteristics that equip a business to surpass the competition, even in tough economic times? Why do some companies die, despite having a valid model, a viable product, and a waiting market?

These questions haunted me. I wanted to unearth the not-so-obvious assets ...

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