Lessons Learned: Reflects two decades of lessons learned from inspiring successes and disappointing failure. Using this experience from both ends of the business spectrum,
we have created a systematic approach (see Our Approach) for sustained growth.
 

Critical to this approach is understanding four primary variables:


• Loyalty—Which customers are you targeting? Why should these customers be committed to your products or services? What is the nature of that relationship and commitment?
  
  
• Ownable—Which benefits, both tangible & intangible, can your company own and leverage, on a branded basis, for long-term advantage versus the competition?
  How will this guide the new product pipeline?
  
  
• Competence—What must your company be superior at, now and in the future, to ensure consistent delivery to its customers? How might this be protected through partnerships, alliances or strategic investments?
  
  
• Lifetime Profit Sources—What strategic direction makes the most fiscal sense to attain lifetime value of your core customers?