Where there is “core”, there is also “fringe.” That’s one way of how duality manifests itself in companies. While for a long time – and still today – consulting firms and many academics advocate “focus” through “core competencies,” the rise of successful businesses like AWS have shown the power of “from fringe to core.” So while there is “core competence”, companies also need to understand the power of “fringe competence.” The two go hand in hand.