Take the software, hardware, tribal knowledge and numerous processes that Sentient has invested in and package them as a single, seamless experience—a competitive advantage. In order to understand the Sentient experience, we had to tear it down to the bones—identifying the complex structure that makes it what it is. We learned it was far more than people—although it did include their team’s aviation expertise, customer passion and teamwork. It also included their extensive safety program, custom software, hardware and infrastructure, which featured a “safe house” back-up location in case of power outages. All of this required a significant investment by Sentient, yet these differentiators were not being presented as competitive advantages. We needed to take those key elements and effectively communicate them to cardholders (to reinforce their decision) and prospects.