Every move your company makes can be copied by your competitors. New facilities, improved processes, product innovations, and marketplace initiatives are all important, but these alone rarely provide sustained competitive advantage - because other businesses can just follow suit or offer "me-too" products and services that piggyback off your progress. But there's one asset that is very difficult to match: your people. Who your people are and their exceptional skills can offer you an advantage that is nearly impossible to copy. Talented, passionate workers are the key to unlocking your company's unique potential to stand out in a chaotic market. The Ultimate Competitive Advantage will show you how to capitalize on your greatest resource and rise to the top of your industry. FranklinCovey, who has worked with businesses throughout the world to dramatically improve the effectiveness of individuals and organizations, shows you how everyone in your organization can function as a genuine leader. Learn how to get your people to show initiative and operate from a strategic perspective. When they're dedicated to creating and maintaining a brand that stands out in the industry, they can earn intense loyalty from customers - and you gain the ultimate competitive advantage.