I opened the birthday card to find a silver metal cutout of the word FABULOUS glued to a background of shiny fuchsia ribbons. The message was wonderful to receive, for sure. Looking at the card days after my birthday, I realize the word FABULOUS is an important word for all of us as we begin a New Year in our organizations. Competing on more than price is getting increasingly difficult. There is excess supply in many markets. Many customers face financial pressures and want a bargain. They find them as they have more buying power than ever, be they a consumer with access to the Internet, or a business offering large contracts that you do not want to lose. The only way past competing on price is to offer your target market benefits that are relevant, unique, and hard for competitors to copy….