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The goal is to find a strategy that aligns the 5 points.
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- Decide the purpose of the enterprise; Guiding aspirations.
- Start with the consumer and not with the product.
- Need to be inspiring for customers and employees.
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- Find the right playing field.
- Where to compete? Define Geographic, product range, consumer segment, channels
- There is no point in trying to catch all segments.
- Find a segment that is aligned with company's strength
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Unique value proposition
Competitive advantage
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- Is the set of capabilities that must be in place to win realistic?
- What is needed to reach the capabilities level required.
- Do play your strength.
- Are capabilities unique? Défendable in the face of competition?
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- Clarity and simplicity in communications
- Measure how the strategy performs.
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