PricewaterhouseCoopers recently released its 2008 Global CEO Survey that asked CEOs to name their top source of competitive advantage. A total of 36% of companies identified a topic that fits squarely with our areas of practice. The #2 answer was customer service (19%) while the #3 answer was recruiting and retaining top talent (17%). (The bad news is we aren't much help with the #1 source of competitive advantage, technological innovation.)