"I think the book Kevin is talking about at <a href=""https://www.youtube.com/watch?v=3pvpNKUPbIY&amp;t=44m12s"">44:12</a> is “Understanding Michael Porter”<br><br>“‘When you make decisions. You are saying NO to something else. Making choices different &amp; inconsistent from rivals is what makes you unique. Picture a fork in the road. Saying Yes sends you along different paths from your rivals. <br><br>Rivals will copy and follow. But they won’t be able to deliver your value without changing their own path", rewind, and alter how they create value (i.e. their value chain). The paths they’ve taken are sewn into their identity, who they are, and what they stand for. Changing this like people will be hard, if not impossible.”,(reply>), Wow