FOR at least the past four decades strategic thinking in business has revolved around the notion of gaining competitive advantage in order to succeed. What we are noticing now, however, is that customers are looking beyond just price and quality in making a purchasing decision and potential employees are looking beyond just the company’s compensation package to decide who to work for. What they are looking for more and more are signs that the core of the company itself resonates with their aspirations.To be sure, the thinking about gaining competitive advantage was never really about successfully competing but about finding a way to protect a company from having to compete directly. But many of the barriers that helped reduce open competition are fast eroding through technological changes and easier access to information. For a company to ensure success in this emerging world it must consider reorientating away from fighting competition towards becoming a centre of gravity, a natura...
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