Every strong company is built on a solid foundation that is more than the products or services it delivers but the truth of what the organization is about and how it creates value for its customers. Getting to this truth requires an "inside-out" approach to understanding the strength of the organization and "outside-in" approach to what the customers want. Creating a successful corporate strategy and culture requires complete understanding of the market accurately and then decide a plan of action that matches the internal strength of the organization and its market opportunities. We believe this is how an organization builds a sustainable competitive advantage.