Since its first publication, this book has become required reading for many in business. Competition, with its focus on what others are doing, is only the baseline for survival. 'Sur/petition' focuses on value creation ('valuefacture'), going beyond traditional strategic competition to exploit the vast potential of 'integrated values' that surround the purchase and use of products and services. In the complex world of today, making the best mousetrap or motor car is no longer enough.
Drawing on his huge experience with companies around the world, Edward de Bono sets out to show that the rules of business have now changed. Businessmen and companies must now go beyond competition — to 'Sur/petition' — if they are to stay ahead of the game.