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"Clarifying what makes the organization different, so that they can represent themselves accurately
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Recognizing that this difference is meaningful, so that they can understand how to use it to their advantage
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Understanding this difference as something inherent to who the organization is, something based on the firm itself (e.g., not just relative to other firms), so that they can own and use this difference
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Linking this difference to their business processes and results, so that they can explain why this difference is valuable"
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Para lá da treta publicitária, para lá dos slogans ôcos, em que é que a sua empresa é diferente?
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E depois, essa vontade traduz-se em alguma coisa? Influencia a forma como a empresa funciona, recruta, trabalha, investe?
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"When an organization can name, claim and explain how it is different from other firms, and when it can link these differences to skills, knowledge, and processes that make a difference, the firm can shift from being merely different to being optimally distinctive."
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