Much has been written about the importance of companies understanding and addressing customer needs. As the new period of strategic planning is drawing near, the author would like to propose a new perspective: Fix what works, not what's broken. Focus your strategic planning on the areas customers are most satisfied with -- and improve them. No -- do not merely improve: Redesign. Move those elements from consistent to exceptional. Every organization has a core competency, an innate ability to produce an experience that makes customers keep coming back. The customer experience is a journey, not a destination. Today's differentiator is tomorrow's common sense; your current experience delighters are tomorrow's point of entry. So your top priority is to make sure you stay on top -- and differentiated.