ABSTRACT
In the last chapter we discussed the concept of building effective teams. We learned that each team consisted of a team member who was an expert in his or her respective discipline. The team was put together to work on specific projects important to the business. The team was led by the ESD, or the entrepreneur system designer, and is responsible for the entire project, including profitability. We also learned that the ESD guides the members of the team through mentoring and coaching. The discussion then moved to the four behavior styles. This taught us about the four possible dominant personality styles of people. By understanding a person’s dominant personality style, we may have a better understanding of our teammates, and this provides a better chance of working more effectively with one another. In this chapter, we will discuss the topic of a competitive advantage based on an aligned brand position and market strategy.
