The Soft Edge

In "The Soft Edge," Rich Karlgaard argues that, beyond strategy and execution, a company's core values are essential for sustained success and competitive advantage. Through stories of enduring organizations like Northwestern Mutual and FedEx, he highlights five key variables—trust, smarts, teamwork, taste, and story—that create a "soft edge" and contribute to growth and resilience. The book explores how aligning values with business practices can foster high performance and emotional engagement.