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Thinking through the consumer experience.

Industry professionals are justifiably focused on operations. The demands of hyper-competitive markets in a highly-regulated industry mean that the productivity frontier advances relentlessly. Effective leaders keep their organizations close to the frontier by implementing as many best practices as are practical, knowing that their rivals are busy doing the same. To do otherwise means diminished competitiveness and declining profitability.

Working full tilt since the great recession, industry leaders have invested time, energy and cash in product development, process improvement, technological advances and brand positioning. Meanwhile, the “experience economy,” energized by social networks, has rewired consumer behavior in favor of emotion-based decision-making. Engaged, mission-based organizations can respond to this development and capture a decisive, measurable competitive advantage.

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