Your corporate success depends on your vision. Your corporate vision performs both a directional and a motivational function. It is a short, succinct, and inspiring statement of what the organization intends to become and to achieve at some point in the future. The most effective visions are those that inspire, usually asking employees for the best, the most or the greatest. Make sure you keep stretch in your vision, communicate it constantly, and keep linking the events of today to your vision, underscoring the relationship between the two... More

Corporate Capabilities

Capability represents the identity of your firm as perceived by both your employees and your customers. It is your ability to perform better than competitors using a distinctive and difficult to replicate set of business attributes. Capability is a capacity for a set of resources to integratively perform a stretch task... More

Shared Values

Shared values are what engender trust and link an organization together. Shared values are also the identity by which your organization is known throughout its business areas. These values must be stated as both corporate objectives and individual values. Your employees need to know who you are and what you are and what you're about. Your talented people are looking for a "values fit" with their employers. Without it, they won't give you their best and will ultimately leave... More

Enterprise Strategy

Successful companies are those that focus their efforts strategically. Strategy should be a stretch exercise, not a fit exercise. To meet and exceed customer satisfaction, your business team needs to follow an overall organizational strategy. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does... More

Sustainable Competitive Advantage

Sustainable competitive advantage is the prolonged benefit of implementing some unique value-creating strategy based on unique combination of internal organizational resources and capabilities that cannot be replicated by competitors. Sustainable competitive advantage allows the maintenance and improvement of your enterprise's competitive position in the market. It is an advantage that enables your business to survive against its competition over a long period of time.

Corporate Culture as a Fundamental Competitive Advantage

The strength of your organization's culture is one of the most fundamental competitive advantages. If you can build and preserve an innovation-adept culture, a culture of commitment, one where employees passionately pursue your organization's cause and mission, you will be better positioned for success... More

Creating Customer Value

From the customer's point of view, your company exists only to create value for them, to provide them with results. You need to identify these hidden values to be able to satisfy them and thus win customers. Furthermore, in the new rapidly changing economy, the focus must be on the way in which the nature of value is changing, involving new ways to price goods, innovation and emotion... More

Innovation

Innovation is a process of taking new ideas through to satisfied customers. It is the conversion of new knowledge into new products and services. Innovation is about creating value and increasing efficiency, and therefore growing your business. It is a spark that keeps organizations and people moving ever onward and upward... More

Your Business is Ruled by the Marketplace

"You don't decide what business you are in; the marketplace decides that for you... People will only buy what they want to buy, or are afraid not to buy, at a given moment in time."³ Tailoring your business plan to what the market will buy is always a better, more successful strategy than developing a new product or service without knowing precisely the customers for it and hoping that people would buy it because it's good.

Marketing and selling – customer value proposition, communicating, advertising, emotional marketing, influencing people, persuading people, etc. – is all about perceptions.  The essence of marketing and selling is coming to grips with people's perceptions.