Insights & Publications   Are you making the most of your
company’s ‘software layer’?  As consumers increasingly interact
digitally with companies, competitive advantage lies in
understanding the range and complexity of those touch points.
April 2012 | byAaron Shapiro  The past 15 years have created a
very different business environment, which has empowered
consumers, commoditized many products and services, and
dramatically compressed margins. Not surprisingly, these changes
have forced businesses to operate differently. But exactly what
kinds of companies have successfully transitioned to the digital
age? How have they regained and retained competitive advantage
at a time when location is no longer a barrier to transactions,
brands alone aren’t a proxy for quality, and pricing is
increasingly transparent?  Of course, the answers to these
weighty questions vary by industry and company. But I want to
advance an idea that can help just about all executives
concentrate their thinking. Whether you know it or no