So another way of thinking about your MVS is: what is the minimum we need to do for consumers to understand our value offering without us telling them what it is? If you can arrive at two or three ideas to achieve that, then you’ll be in a really good spot – go out and do them.

good strategies are usually “corner solutions.” That is, they emphasize focus over compromise. They focus on one aspect of the situation, not trying to be all things to all people.

The lesson is clear: when you keep things simple, you free up the