In 1990, George Stalk Jr. and Thomas M. Hout published Competing Against Time, a book that argued time should be treated as a strategic weapon—just like cost or quality. Thirty-five years later, that message hits harder than ever.

Tim Cook hands out copies of this book to Apple employees. There's a reason. Speed is no longer just an operational issue. It's a leadership issue. The companies moving fastest are pulling away. The gap is growing.

If you're running a business or sitting on a board, this matters to you. This post breaks down what the book got right, why it remains relevant today, and how to apply its principles using modern tools—especially AI.