About Us
25+ Years Building Self-Managing Teams That Sustain
Performance
Competitive Dynamics International (CDI) pioneered Mission-Directed Work (MDW), a systematic approach that transforms how organizations achieve operational excellence through frontline autonomy.
Our Story
Founded in 1997, CDI has spent over 25 years proving a fundamental insight: excellence cannot be managed into existence, it must be led into existence.
While other consulting firms focused on tools and techniques, we developed an integrated daily management system that builds autonomous teams capable of sustaining improvement without consultant dependency.
Today, our methodology operates in 150+ organisations across 78+ countries, delivered by experienced associates who bring global best practices to local contexts.
Our Approach
Philosophy:
We believe the frontline, where work creates customer value, holds the greatest untapped potential in most organisations. But unlocking that potential requires systematic capability development, not just improvement projects.
Methodology:
Mission-Directed Work (MDW) guides organisations through three sequential journeys from firefighting to stability, from stability to autonomy, and from autonomy to continuous excellence. Each journey builds the foundation required for the next.
Commitment:
Unlike traditional consulting that creates dependency, we transfer capability. Our goal is to make ourselves unnecessary by building self-sustaining systems of improvement.
Chris Theron
CDI AAE Regional Leader for Australasia, Asia, Europe South Africa & India
Rosa Zapata
CDI AMA Regional Leader for Americas, Middle-East, Africa, South Africa & India
Our Leadership
Our Values
The way we behave even in tough times.
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