The definition of the business you are in is what defines your whole strategic direction. You have to get this right if you are going to build a high performing business.
Marketing folklore has it that years ago, a new manager took over Parker Pens. His first action was to assemble the management board and ask them a very simple question: who is our major competitor?
One by one the board members began to educate the boss with what they thought the answer was. One an
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Brian Reuben
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