How are you trying to create competitive advantage for you and your company?
More advertising?

More time on the social web?

Work longer hours?

Cutting costs?

All of these tactics can provide short-term gains … but they’re not really strategic. Your competitors are probably trying to do the same thing, aren’t they?  So if they are, how is this going to create ADVANTAGE for YOU?  There is only one way to create competitive advantage in the long-term:
Listen to your customers more effectively and respond more [...]