LAS VEGAS—Companies can argue all they want that they are unique in their business. But the truth is, everyone has a competitor.

"Other people do what you do," Randy Pennington, founder of Pennington Performance Group and author, told a room of benefits and HR professionals during a session Monday at the Society for Human Resource Management annual conference. "You aren't the only one who does what you do."

But there is one important differentiator in the workforce that could make or break your business: Culture.

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