Firms in this tier define themselves based on how they do what they do. Their approach is what differentiates them from their competitors and adds value for heir customers. They do well in development approach. These companies tend to make heroes out of specialized function experts, such as products developers or industrial engineers. Companies in this camp define themselves based on their talent pool.
Employees are their best, and in some cases, only asset.
Similarly, Southwest Airlines has built an exceptional airline company by emphasizing the goodwill and fun at the heart of its culture. You're a good fit for a company of this type you buy into its core values or aspire to work among the most talented professionals in your field. With this company type, purpose, mission, and cause are all-important. They are the opposite end of the spectrum from companies that position themselves based on assets or market reach. Examples include Outward Board, which teaches the simple but life-altering lesson of working with others to master seemingly impossible challenges, and the American Red Cross, which takes pride in being the care giver of last resort following disasters.