A lot of CIOs say their only job is to create competitive advantage for their company. That's incredibly important, but you need to be aware that differentiation doesn't necessarily have to limit itself to competitive advantage. Competitive advantage is one important way in which a company can differentiate itself.
More and more, people need to understand the way IT becomes part of corporate culture. Part of establishing a great company is establishing a unique culture. It's critical to find what defines your company and makes it different. It might not necessarily be making the product better or cheaper that creates competitive advantage. Technology has a unique opportunity to make your company different, and that's what CIOs need to focus on.
One thing CIOs-and other executives-have a hard time with is that the things that got you into that seat have very little do with the things you need to do once you're in it. It's very easy to want to continue doing the things that got you to where you are, but you have to realize that you have to take a broader view of the company.
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