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My quest, when I set out to complete my PhD thesis was clear albeit naïve. I set out to uncover the secret formula that companies could apply, that would unleash their talent such that they could transform the business and beat the competitor. A heady combination of the right culture and the right talent, appropriately supported, could surely create a USP that could not be replicated thus delivering brand admiration, increased market share, profitability and employee happiness that would be the envy of others. Years of research in strategic management and competitive advantage appeared to suggest this is possible. Now, 6 years after publishing the thesis, I can appreciate why hard working individuals, in great companies, still struggle to achieve this in a meaningful and consistent way. The aim of publishing this book is to remind myself and others that companies really can unleash their talent and get great results - accepting that, sometimes, real life gets in the way and not everything comes at the speed you want or in the way you want.