Why culture is becoming a strategic competitive advantage

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It's vital for leaders in every business to effectively anticipate trends. But how can we know what challenges our companies will face five years down the road, and what can we do today to begin preparing for them?

In my latest post on Inc.com, “The Most Important Change You Can Make to Prepare for 2020,” I suggest a key way that leaders can help their organizations plan for the future: learning how to embrace culture as a strategic competitive advantage.

There are many benefits to be gained by doing so, because as we've seen by looking at Silicon Valley, the top tech firms are those that have deliberately created a vibrant culture that is especially employee-friendly.

A people-centric, no-fear culture is not just about having happy, engaged employees, though that's a big part of it. It's also about increasing productivity company-wide, fueling innovation to keep fresh ideas flowing, and helping to create a magnet to attract and keep top talent.

As more and more companies begin to rely on technology as either an enabler or driver of their core business, creating a culture in which everyone thrives will become even more important as a strategic competitive advantage-in 2020 and beyond.

To read the full post, click here.

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Aaron Skonnard

Aaron Skonnard is the CEO of Pluralsight (NASDAQ: PS), a fast-growing enterprise technology learning platform. Aaron cofounded Pluralsight in 2004 and has since grown the company to more than 1,000 employees and 1,500 expert authors. As CEO, Aaron focuses on business strategy, future direction, product development and strategic partnerships. On a day-to-day basis, he works closely with the entire executive team in different capacities, including recruiting, brand management, marketing, sales, feature planning and content acquisition.