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The Ultimate Competitive Advantage

By Shawn Moon and Susan Dathe-Douglass


People are what sustain—or ruin—your brand. If your people are not excited about the company, indifferent, or even alienated from it, your competitive advantage will disappear.

In The Ultimate Competitive Advantage, FranklinCovey experts Shawn D. Moon and Sue Dathe-Douglass lay out the steps leaders can take to tap into their companies’ most valuable and unique resource: people.

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ISBN: 9781940363646

Publication Date: January 2015

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“People are our most important asset.” Every company pays lip service to this platitude, but how many companies really embrace it? What happens when everyone in your company is truly engaged and functions as a genuine leader?

Every move your company makes can be copied by your competitors. New facilities, improved processes, product innovations, and marketplace initiatives can all be important, but rarely lead to sustained competitive advantage—because other businesses can just follow suit or piggyback off your progress. But truly mobilizing your people creates positive results in a thousand different ways throughout your organization, giving your company the ultimate competitive advantage—an advantage that is very difficult to match.

It’s not easy to fully engage everyone in your organization, to create an organization of people who act as leaders, take initiative, and operate from a strategic perspective. But it can be done, and no one knows more about achieving this than FranklinCovey.

For decades, FranklinCovey has been working with businesses throughout the world to train their people in the seven habits model of personal effectiveness. They’ve learned how to take this training to the next level, to dramatically improve the effectiveness of not just individuals, but entire organizations.

The Ultimate Competitive Advantage describes the six practices FranklinCovey has discovered to engage people across the company, and shows how employing these practices can take your organization to a higher level of performance.

In the end, the success of any organization is dependent on effectiveness and the commitment of its people. Everyone knows this, but few organizations operate this way. But, with the help of The Ultimate Competitive Advantage, yours can.

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About the Authors

Shawn  Moon

Shawn D. Moon is the Executive Vice President of Global Sales and Delivery for FranklinCovey Corp., where he is responsible for the Company’s U.S. and International direct offices, the Sales Performance Practice, the Execution and Speed of Trust Practices. Shawn has more than two and a half decades of experience in leadership and management, sales and marketing, program development, and consulting services.

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Susan  Dathe-Douglass

Sue Dathe-Douglass serves as Global Vice President of Leadership, Sales and Delivery Effectiveness at FranklinCovey. Sue served as a subject matter expert in the creation and launch of FranklinCovey’s Leadership: Great Leaders, Great Teams, Great Results; 7 Habits for Managers; and Predictable Results in Unpredictable Times content and solutions. Her work and thinking is influenced by the thousands of individuals, leaders and organizations she has partnered with in over 148 countries.

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Publication Details

Format: Hardcover

ISBN: 9781940363646

Dimensions: 6 x 9 x 1 in.

Weight: 2 lbs.

Publication Date: January 2015

Format: E-book (epub)

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