When preparing, golfers can do a little research and read the reviews and rankings for the golf course along with ratings, slope, yards, and par for each tee. But they will gain significantly more insight by actually walking the course and making direct observations. A global auto parts manufacturer prefers the direct approach as well.

While many businesses increasingly rely on big data and social media for customer insight, David Stevens, senior VP of American Mitsuba Corporation, says that Mitsuba also relies on ancient Japanese business principles that value direct observation and contact. “When a customer requests anything, we take it seriously. Usually, we meet face to face with the customer for any significant request. We frequently have customers visit us in our plants so they can better understand what makes us tick and see how good we are,” he explains. Mitsuba practices genba or san-gen-shugi in most elements of its business management. “This means we go to the actual site (genba),” Stevens says, “and see the actual thing or condition (genbutsu) with our own eyes, to understand and respond to the actual situation (genjitsu).” Stevens says this is the most valid method to conduct situation analysis and respond appropriately instead of depending on reports and comments from other people. “We go directly to our customers and see their actual situation and needs firsthand. Then, we can propose changes and solutions that more than satisfy them,” he says.

In today’s competitive business market, you are likely not the only person offering a solution to a recognized problem. Competition can provide a learning opportunity. “You don’t learn to play good golf by beating poor players,” Hall of Fame golf coach Harvey Penick often told his students. On the golf course and in the marketplace, you need to size up your best competition and build your competitive advantage. Objectively examine where your strengths are and what sets you apart from your competition.

Then identify and articulate your value proposition, a statement that explains what benefit you provide and for whom, and what is special about how you do it. In other words, it describes your target customer, the problem you solve for them, and why you’re distinctly better than your competition at doing this. This is your sweet spot.

Golfers contend that from putt to drive, there is no better feeling in golf than hitting the ball directly in the sweet spot of the clubface. Armed with a solid value proposition—one based on your ability to solve your customers’ problems better than your competitors can—you are prepared for any opportunity and poised for success. Step up to the tee with the confidence of a Masters champion, take aim, and swing.