In fact, Whitman says, traditional consulting firms have become a source of work for them—FranklinCovey’s been retained to help see a new strategy through. As we’ll discuss later in the book, competitive advantage is built not just by understanding customers’ jobs, but by creating the experiences that customers seek both in purchasing and using the product or service—and then, crucially, building internal processes to ensure that those experiences are reliably delivered to the customer every time. That is what’s hard for competitors to copy.
