CEOs must challenge themselves and their organizations to clearly identify the competitive advantage they bring to their customers.
Companies achieving consistent growth in profitability
have done so by recognizing their competitive advantage in the marketplace (what it is they do that customers are willing to pay a premium for.) But beyond recognizing what it is, it is also critical that everyone internally knows it and is aligned around it. Continually revisiting what makes you stand out and validating it with your customers is foundational to creating distance between you and your competition.