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Successful companies achieve and sustain their dominant position by delivering "extraordinary levels of distinctive value" to carefully selected customer groups every day. Studies conducted by Michael Tracy and Fred Wiersema, leading authorities on business strategy and corporate transformation, highlight the importance of focus in building a market leader. In their book Discipline of Market Leaders, Tracy and Wiersema write that to distinguish themselves from the competition, organizations must have a precise understanding of the products or services that they deliver and a clear definition of the target customer. These distinct attributes, they say, must be understood at all levels in the organization-not only by executives, but also by frontline employees.