19/06/2026
Most companies don’t have a strategy.
They have goals.
They have metrics.
They have wishful thinking.
But not strategy.
☑ Strategy is not a plan
☑ It's not a mission statement
☑ It’s not “let’s be the best at everything”
Here's what an actual strategy looks like as defined by Roger Martin
↳ an integrated set of choices
↳ that uniquely positions your company
↳ to deliver sustainable advantage and superior value
↳ relative to the competition
It’s not about doing more.
It’s about doing what others can’t easily copy.
Want to make this work?
Start with the only two questions that matter:
1. Where will you play
markets, segments, channels – be surgical
2. How will you win
cost, differentiation – or both – be deliberate
Most teams fail here because they try to win everywhere.
Real strategy forces trade-offs.
It says no. Loudly. Repeatedly.
Because in the end, sustainable advantage comes from:
↳capabilities others can't replicate
↳systems that reinforce each other
↳relentless focus on being great at the right things
Not everything. Just the right things.
Stop confusing ambition with strategy.
Start designing how you win.
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