The U.S. economy is finally on an uptick. According to Federal Reserve Chief Ben Bernanke, the economy is set to grow by 3–4 percent in 2011. That’s great news for businesses that have been seeing decreasing or stagnant numbers on their revenue reports for the last couple of years. But now that more growth is possible, it’s time to make sure your company is poised to take advantage of this.

The best way to shape your company’s economic recovery into the most profitable form possible is to deliver more than your share of customer value. Keep in mind your competition won’t be standing idly by while you innovate and grow during the improving economy. To stay ahead of your competition, you should keep a targeted focus on what sets your company apart in your industry.

There could be any number of marketable differences. Are your scientists smarter? Do you spend more on research and development? Do you have a longer time horizon? These things can give you an incremental edge, but the best way to deliver substantial new customer value is this: Don’t approach the problem the same way your competitors do.

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