Every company has a strategy, whether it knows it or not. Map your top three competitors, list what each does different or better, and see where you stand with your actual customers. That gap is your competitive advantage.
So in strategy, it's really interesting. One of the most important things, all companies have a strategy, whether it's stated or not. And so one of the most important things to win the game of business sooner than later is understand what your differentiators are relative to your competitive set. So one of the exercises that we recommend, one of the tools, one of the conversations is build your competitive map. Who are our top three competitors? And then what do we do different and better? And what do they do different and better? And then here's the key relative to what the buying market we're focusing on.
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