Becoming a learning organization provides an important capability for building competitive advantage. Learning organizations encourage open-minded inquiry, widespread information dissemination, and the use of mutually informed managers' visions about the current market and how it is likely to change in the future. Intuit's obsession toward customer service gives its managers revealing insights about the problems users encounter with Quicken .and the preferences they have concerning software features. "

A company can be market-oriented only if it completely understands its markets and the people who decide whether to buy its products or services.