Change Your Thinking, Change Your Life: How to Unlock Your Full Potential for Success and Achievement

YOUR AREA OF EXCELLENCE
What is the critical factor that determines the success or failure of
any company? It is its 
competitive advantage
, or “area of excellence.”
Every company comes into being and survives because it has a
unique capacity to offer the market something that is better in some
way than anything being offered by its competitors. It stays in busi-
ness as long as it continues to satisfy its customers in a particular
area better than anyone else.
The competitive advantage or 
unique selling proposition
of a com-
pany determines its rate of growth, its level of sales, its profitability,
and its very survival. Companies without a competitive advantage
soon disappear from the marketplace, to be replaced by other com-
panies with clear, unmistakable, competitive advantages that cus-
tomers can and will pay for.
You are no different. As the president of a company of 
one
, you,
too, must develop and maintain meaningful competitive advantage.
You must develop an area of uniqueness.You must be absolutely ex-