Guy posted this insightful piece about Egonomics recently that really struck a chord with me.

For better or worse, I've not only worked with egomaniacs, but have also been a victim of my own ego. Sometimes, my ego has gotten the best of me even when I thought I was past it...

The Egonomics book undoubtedly will spark conversations about "the real business costs" of ego, but I wonder if there are strategic advantages/opportunities to capitalizing on the egos of your competition?

No is as smart as everyone.

Those that think they are, might just be presenting you with ready opportunities.