How a company upped its margins by writing down its business process

California-based Gnu Group, which designs the signs that lead people around buildings, faced shrinking profit margins, with many other companies providing similar services and undercutting their prices. To differentiate Gnu from the rest, CEO Phil Murphy detailed his business' seven-step sign creation process and offered it like a product. Now, most of the company's contracts are awarded without a competitive bidding process.

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