Enabling and Sustaining Strategic Advantage

Naturally, creating strategic advantage is a function of staying close to the customer—even though products or services appear the same, customers will always prefer leading products over others. Creating and sustaining strategic advantage when markets are converging and customers are hypersensitive to differences between products may require new approaches and maybe even some radical changes. Is there a way that you can continue to enable strategic advantage in spite of changing market conditions? Taking an active, or rather proactive, creative role in the process of communicating value to the customer will help to ensure advantage. But the process of sustaining strategic advantage goes beyond communicating, it involves setting goals, thresholds, and maintaining a vision of what your advantage will look like in the future. But it also involves listening to your customer today! Consider the letter from The Strategic Business form or the Case Study entitled Has Talent, needs customers.a pdf. Both describe situations where the old ways of doing business no longer work and new procedures needed to be developed.