The Invaluable Role of Deviants

The true viability of any organization is ultimately gauged by how well it anticipates and addresses market needs, fills critical value gaps and provides customers with a great product, outstanding service and a memorable experience. This is more the case today than ever before, with an even bigger premium being placed on the anticipation and experience factors. The unprecedented breadth and magnitude of the choices consumers have before them has changed the way in which organizations need to differentiate themselves. The sharply honed edge of competition in every sector and the advent of technological solutions in almost every aspect of our lives make market driven, customer focused creativity, originality and novelty the currency by which we will ever increasingly gauge the health and success of an organization and its people.

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