Colorful new brochures, catchy new advertising, Blackberrys for the salespeople -- do any of these actually create value? Value creation is among the most common buzzwords used in business today. There is only one definition of value to use in business: something someone is willing to pay for. Your company can create great things, but if people aren't willing to pay for what your company creates, they give no added value. The only way to avoid or escape commoditization is to deliver more of...
