There's no place like a high-profile conference to promote a new zeitgeisty word. And Dov Seidman, chairman of LRN, a consultancy devoted to fostering ethical corporate cultures, lost no time in trying to insert his pet neologism into the lexicon.
In one of the first two concurrent sessions Monday, Seidman sat down with New York Times columnist Thomas Friedman and called on companies to outbehave each other. Seidman believes that how companies make things -- not just what they make -- has become the new competitive battleground. So, by changing how they manufacture products and provide services to be more ethically sound and sustainable, they can outbehave the competition. It's the new "source of advantage," he told Friedman.