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The best way to build a competitive edge is still to understand our customers’ needs.

I’m not sure whether any of you have been following this column since 2004, when I first started contributing. At that time, the title was “Competitive edge,” and most of my early columns attempted to answer the question, “How does a person in the benefits business gain a competitive edge?” This month, we’ll go back and discuss how (and whether) gaining a competitive edge in our business has changed over the past 16 years.

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