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In my last blog post, I mentioned the three forms of value in a commercial transaction: Technical, Organizational and Personal.


This trilogy of values reminds me of one of my favorite books, The Discipline of Market Leaders by Michael Treacy and Fred Wieserma. The big message in this book is that no company can succeed by trying to be all things to all people. A company must find the unique value that it can provide to their chosen market either through product leadership, operational excellence or customer intimacy — a simple rule to follow, yet an achievement few can boast of.

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