One of the things I focus on with the V-REEL Framework is Rareness. That R in V-REEL is essential if one hopes to gain any level of competitive advantage in the marketplace. But even when you have a product or service that is both valuable and rare, you still have work to do. That's why it's the V-REEL Framework and not the V-R framework. I cannot imagine a better case to demonstrate the necessity of the EEL of V-REEL than Elysium Black Diamond, a company that may very well have the strongest distinctive competency I've come across in my many years of teaching and consulting.