The same can be said for company culture. There are companies world wide producing the same products and services all competing in a global market. There are few that have the X factor. When you drill down to what makes those companies stand out from the crowd in their market it's almost always the positive work culture and subsequent passion, commitment and innovation this creates in their people.
Your people directly impact quality, productivity and service to your customer. Creating an inspiring environment where they choose to perform at their best is a differentiator in the market because it's not common for companies to succeed in achieving this. It's a challenge requiring long-term commitment and investment or you can continue to be one of the crowd, one of the performers who can sing and audition but who never really stand out and make the cut.