Key takeaways
- Strategy is a choice, not a plan list
- Where-to-play and how-to-win must align
- Capabilities and systems support advantage
How to apply it in your business
- Define target customer segments
- Document a differentiated winning logic
- Test whether budgets reinforce that logic
About the authors
Lafley is a former Procter & Gamble CEO; Martin is a strategy and integrative-thinking scholar.