DELIVERING DESIRED OUTCOMES EFFICIENTLY - THE CREATIVE KEY TO COMPETITIVE STRATEGY

To stay strong in an increasingly competitive climate, firms must thin k creatively and make the best use of their resources. Managers tend t o look at resources in terms of concrete product features rather than in terms of the abstract outcomes that are valuable to customers. Init ially thinking about outcomes-and not about products, processes, or fe atures-will enhance the creative use of resources that leads to compet itive advantage. This mindset will allow managers to see alternate way s of delivering the outcomes that customers value.