Outlines a straightforward method any company can use to analyze and continually improve their business model— the most important determinant of success in today’s hyper-competitive business environment. Successful companies make fundamental improvements in their business models every two to four years, while unsuccessful companies waste their efforts trying to make obsolete models work. The Ultimate Competitive Advantage draws on the experiences of these successful companies to offer step by step guidance in establishing continuous business model innovation as a fundamental corporate process.