Breakthrough Competitive Advantage

Over the years, business executives have moved mountains to find new sources of sustainable competitive advantage. The past 20 years have been particularly prolific, launching many "big ideas" in business strategy and managerial theory — from quality management, business process reengineering, and value chains to e-Business, outsourcing, and the power of workforce diversity.

More recently, some companies have begun tapping into another source - one not historically associated with business. We think this discovery is worth a closer look and broader application, and we'd like to make a formal introduction:

Business, meet Psychology. Psychology, Business.

Business and Psychology?

That's right, the partnership of business and psychology. Two seemingly strange bedfellows that complement each other — and become a force multiplier for your business. But exactly what can psychology deliver that business hasn't already tapped? The answer is what we refer to as: breakthrough insight.

What? Who?

Breakthrough insight: The power to see a situation in a completely different way. Beyond process models, value chains, and business simulations. Underneath data-driven analysis. Around the obvious barriers to success. To the often hidden but essential drivers that must align to make your executives and your business hum.

Of course, the concept of insight is not exclusive to psychology. Powerful business insights come to organizations every day — from the leaders within, from consultants, strategy gurus, academics, partners, and even competitors. Psychology, however, draws from a different source.

Psychology teaches us that our day-to-day behavior can only be fully understood when we attend to the motivators that operate beneath the level of conscious thought. Bringing both the conscious and unconscious to light helps us rediscover things within ourselves. When revealed in the context of specific business challenges, we get compelling insights or "a-Ha" moments — at the individual, team, and organizational levels. The result? Dramatic and sustainable shifts in behavior and, ultimately, performance. And these breakthrough insights can be leveraged for lasting business benefit and personal gain.

But that's only half the story. Things really get interesting when breakthrough insights are applied and realized in the context of your business strategy. This is how undiscovered sources of competitive advantage become visible. Executives, their teams, and the organization become aligned. Connected. Dramatic and lasting results once believed impossible become reality. Your organization moves more swiftly and efficiently. Communication flows, barriers are broken, internal "churn" is reduced, and job satisfaction soars. All because of breakthrough insights.

It's powerful stuff.

By the way: don't confuse psychologically enabled, breakthrough insights with the business world's attempts to find short cuts — teambuilding off-sites, seminars, or once-and-done 360-degree feedback reviews. These programs typically address symptoms, not root causes. They don't link directly to the business strategy, and rarely deliver lasting change. Breakthrough insights require sustained focus and commitment to be realized.

So how does this translate to your day-to-day realities? Think about the nagging "unfinished business" you carry home with you at night: remnants of the team meeting you left knowing that the real issues and barriers didn't get addressed … concerns because one of your rising star execs has stalled and you don't know how to help … frustration from being hit with another "big surprise" that was entirely preventable … see this unfinished business as a unique opportunity to discover the breakthrough insights that will unleash your individual and organizational potential for lasting business impact.

This is the inaugural issue of our newsletter, Suntiva Executive Insights. Our goal is to offer practical and thought-provoking ideas, tips, and strategies for making the business and psychology partnership deliver for you. In upcoming issues, we'll delve more deeply into the specific ways you can leverage breakthrough insights to gain competitive advantage. Stay tuned. We promise to make it some of the most compelling business literature you've come across in a long time.

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