As skills become baseline capabilities accessible to any company with the right tools, a thoughtfully cultivated culture is the strongest shield against commoditization.

At the top of their hierarchy of needs, that sense of fulfillment is ... it’s about an opportunity for clients to express their deepest personal values and desire to leave a lasting mark.

Chu, Michael, Regina Garcia-Cuellar, and Rosa Amelia Gonzalez. "Día Día Practimercados: Meeting the Daily Needs at the Base of the Pyramid (A)." Harvard Business School Case 313-071, August 2012.