Strategy

This is contrarian value. When you decide to attack or neglect something in the category that everyone else cares about and in doing so unlock new territory.

Error 1 – Vague, wooly, “pretty” strategies In some (or if we’re honest many) cases, the reason a strategy doesn’t demand change from a business is because it’s written in such a loose and broad way that there are no obvious actions which fall out of it. It’s not that there aren’t necessarily any changes that can be made, it’s just that they don’t

You must remove all subjective language from your strategy and see what’s left. What is subjective language? Anything that’s in the eye of the beholder, anything that’s a judgement, words like: •Good •Great •Incredible •World-class •Best •Smart •Etc.