People: the heartbeat of sustainable competitive advantage

Creating a platform to inspire people to achieve their potential while also becoming a source of competitive advantage
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Instructed by Stefano Messori Business / Strategy
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  • Lectures 9
  • Length 1.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 5/2016 English

Course Description

Competing in innovation-driven economies shifts the sustainability of your competitive advantage from your tangible onto your intangible resources.

This course focuses on the role that the people working in your organisation play in creating and maintaining a sustainable advantage.

During this course, you will discover the advantage of engaging the people working in your organisation, inspiring them to put to use their gifts of creativity, passion and initiative at work every day.

Ultimately, this course will help you to discover your ability and your role as a leader; a leader creating not only a successful organisation but one inspiring people to be exceptional in their work.

The performance of exceptional work is rarely written in a job description and it cannot be bought. Exceptional work occurs only where the personnel feel inspired.

What are the requirements?

  • An understanding of the basic principles of business strategy might enhance a student’s experience when taking this course.

What am I going to get from this course?

  • Understand the concept of competitive advantage.
  • Grasp the notion of the sustainability of competitive advantage in organisations competing in innovation economies.
  • Identify the key reasons why an engaged workforce is a source of sustainable competitive advantage.
  • Connect the notion of sustainable advantage to leadership.

Who is the target audience?

  • Managers, entrepreneurs and founders of start-ups striving to create organisations that inspire people to perform their work to the very best of their abilities.
  • Anyone interested in business strategy trying to understand the role that employees play in creating and maintaining competitive advantage.
  • Human resource professionals trying to connect the work of the employees with the strategy of their organisation.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Competing today - leadership and sustainable competitive advantage

This video:

  1. explains why I have created this course;
  2. contextualises the course relative to my other courses on business strategy;
  3. briefly introduces the content of the course. 


In this class you will become familiar with the concept of competitive advantage and two basic strategies employed to achieve it. This video also introduces you to the different components of a unique value proposition, and explains how you can develop one.


The transition from an industrial economy to an innovation economy shifts the sustainability of your competitive advantage from your tangible resources onto your intangible resources. In this video you'll learn how common practices such as ‘reverse engineering’ impact upon the sustainability of your advantage.


Compliance in the workforce has long been the dream of the industrialist. A compliant workforce guarantees efficiency in the factory. It also turns employees into cogs in the system; cogs that can be replaced at any time. This lecture highlights the downside of having a workforce that is compliant but not engaged.  


Using Zappos (online shoe and clothing shop) as an example, this video explains what the industrial workforce lacks for it to become a source of sustainable advantage: a culture.


This video explains the role that culture plays in transforming employees from cogs in a system to active participants contributing to the success of an organisation. This video introduces the concept of culture as a connective social tissue aligning the work of employees towards a common end.   


This video illustrates the difference between the routine, daily work of employees and their ability to deliver exceptional work. Exceptional work occurs when employees bring to bear their creativity, passion and initiative at work every day.


What is the role of the leader in creating an organisation inspiring its employees to perform exceptional work? This video highlights the characteristics of the 21st century leader.


This lesson is a quick recap of the concepts, ideas and examples introduced in the course. The lesson connects the work of the leader to the sustainability of the competitive advantage of his/her organisation. In a world where technology is replacing human beings and their work, leadership has become the last source of the sustainability of your advantage

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Instructor Biography


Stefano’s aim is to facilitate a design thinking agenda in organisations pursuing a strategic innovation approach. Stefano collaborates with the management of medium sized and large organisations (on ad hoc projects) but also with start-ups, through online learning and group facilitation sessions.

In addition to promoting and facilitating the adoption of a design agenda within organisations, Stefano encourages managers to challenge their current understanding of their work and the mental models they have created to explain reality.

Stefano’s on-line courses invite participants to take part in a conversation about entrepreneurship and its purpose in society. The courses introduce the concepts of strategic thinking and design thinking.

Designing a learning environment inspiring participants to open up their minds and hearts is Stefano's ultimate goal and desire.

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