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Gaining competitive advantage requires acquiring or developing a capability that allows an organization or individual to outperform its competitors. In today's technology-driven environment, where human capabilities are struggling to keep up with technology offerings, techniques for augmenting human performance are becoming the critical gap that is precluding realizing the full benefits that these technology advances have to offer. The challenge is thus to develop tools and techniques that augment the human potential in order to best couple it to advancing complex interactive systems. In this void, those who are developing the capability to support real-time measurement, diagnosis, and augmentation of human performance may be the first to gain the competitive edge.