A.G. Lafley and Roger L. Martin
Strategy is not about creating complex plans, but making a simple cascade of choices that positions your organization to dominate the market.
Companies must clearly define what winning looks like instead of merely aiming to participate in the marketplace.
A successful strategy cascades through five vital choices regarding aspirations, market placement, competitive advantage, core capabilities, and management systems.
Deciding where to play and how to win forms the heart of competitive positioning and requires saying no to distracting opportunities.