The concept of value disciplines was popularized by consultants Michael Treacy and Fred Wiersema in their 1995 bestseller, The Discipline of Market Leaders, which was the expanded version of an earlier article they’d written in Harvard Business Review. They argued that, to be really successful, a company had to focus on providing one of three types of value to its customers: the best price, the best product, or the best overall solution. Each type of value called for a completely different kind of organization, culture, and mind-set, so you would inevitably get in trouble if you tried to excel
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