In a competitive business world, Excellence becomes a necessity. However, the way to achieve and maintain it is countered by problems. This paper aims to develop a holistic, innovative, and sustainable framework for enhancing organizations’ competitiveness. Usually, Excellence frameworks focus on developing operational level using different tools as LSS, DFSS, or QFD. This paper attempts to highlight the importance of an innovative strategy to build the ideal business vision before attacking operational level. The case study demonstrates the effectiveness of the methodology. In conclusion, this holistic method should change industrial practices and show the power of TRIZ for creating a winner strategy.

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