First, high-performing companies understand that it’s not enough to be “pretty good” at everything anymore. As a company, you have to be the most of something—the most exclusive, the most affordable, the most responsive, the most friendly. Companies used to want to be in the middle of the road—that’s where all the customers were. But now, in an age of hyper-competition and non-stop innovation, the middle of the road is the road to ruin. What do they say in Texas? “The only thing in the middle of the road are yellow lines and dead armadillos.” To which we might now add: “And once-great companies that are slowly going out of business.”
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