No Bullsh*t Strategy

Who cares if you never dominate the whole market? That’s not the game here. The game is to create a business which is effortlessly healthy and profitable. And this is achieved by surrendering space, not attacking it.

3.When we find those tendencies which connect with the needs of the market, we have the raw material for our strategy

1.The goal with our strategy is step away from our competitors and to create fresh market space 2.We must do this by leveraging existing characteristics hidden in our business

So recognise that our job here is not to “create” a strategy, but rather to find a strategy that is already latent in our business as it is today.

“Find out who you are” – meaning that you don’t really have a choice in the matter; you are who you are and you simply need to embrace it if you want to go far.

The problem is that founders are almost never aware of what these characteristics actually are.

We’re trying to find unique characteristics of our business which have the potential to create open market space if we push them hard enough.

We aren’t just trying to find open market space; we’re trying to find open market space that’s especially suited to us.

Offer compelling value to your customers. Which lots of them want. Which they can’t get anywhere else. Which your products deliver effectively. And which your brand communicates memorably.