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www.tepper.cmu.eduTEPPER School of Business
In today’s global economy,
cost-cutting, line extensions
and acquisition are old recipes
that no longer ensure business
growth or success. Among
those companies seeking
competitive advantage by
other means, those considered
the most innovative, often
appear to spot opportunities
others miss. Why?
continued on page 12
competitive
advantage:
Seizing opportunity for
Why some companies [and leaders] are better at it than others
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Sometimes it is the result of a deliberate combination of dynamics –
much like a special recipe – that allows and facilitates creative
innovation. And some companies intentionally set themselves up for
unprecedented success by re-evaluating existing resources: people,
corporate culture and a willingness to take risks. For many
organizations seeking success, however, it is much more difficult to
have the necessary ingredients. But difficult does not mean impossible.
INSPIRING THE INDIVIDUAL
Brilliant and creative people are the stereotypical corporate whizzes
typically postulated to be those best able to see opportunity others
miss. This is a misleading stereotype, however, says Peter Boatwright,
Tepper School associate professor of marketing and co-author of “The
Design of Things to Come: How ordinary people create extraordinary
products” (with Craig Vogel, University of Cincinnati, and Jonathan
Cagan, Carnegie Mellon professor of mechanical engineering). “Hiring
good people is necessary, but not sufficient. They need something
else, too – motivation.”
Jason Rushin (MBA ’01), director of product marketing for Nextance,
agrees. “Smart and creative people need the freedom to be both.” And
this attitude needs to run throughout an organization, he says. “You
don’t know when or where or from whom the good ideas will come.
You need to embrace the creativity of all your employees; encouraging
input from all areas.”
The old adage, “If you want to be successful, surround yourself
with people who are smarter than you,” certainly applies, says