In Part I of this article, we explored the concept of positioning, the strategy option of serving the deeper needs of a narrower set of customer markets, and clearly understanding what sets our companies apart from the competition in terms of the order winners that give us an advantage.

We’ve all walked into a retail store or restaurant and witnessed a manager boorishly yelling at an employee over a mistake. If you are like me, your gut reaction is to walk out the front door and never return.