Choose how to compete

Choose the customers and needs your business will focus on, and establish a meaningful reason for those customers to choose you. That reason might involve specialized expertise, convenience, dependable service, or a cost advantage.

Decide how your products, pricing, processes, and capabilities will work together to deliver that value profitably. Be clear about which customers, services, or opportunities fall outside your chosen focus.

These boundaries should help you avoid commitments that weaken the business’s strengths or economics. A useful strategy explains how the business intends to succeed in its chosen market and guides the everyday choices required to make that approach work.