The Soft Edge

According to Forbes publisher Rich Karlgaard, the secret to success lies in the “soft edge” – your organization’s intangible values, such as creativity and connection. The soft edge, as practiced at such companies as Apple, FedEx and Northwestern Mutual, boosts innovation, raises profit margins, builds your brand, and increases employee commitment and customer loyalty. Unlike hard-edged tactics such as cost cutting, competitors can’t copy your value-based advantages. In this highly readable, story-rich account, Karlgaard shows you how to boost your competence in the “five pillars of the soft edge: trust, teams, smarts, taste and story.” He also profiles companies that effectively use the soft edge strategy. getAbstract recommends Karlgaard’s practical approach to entrepreneurs, managers, directors, investors looking to sustain growth and students of strategy.