Sublime

To determine how to win, an organization must decide what will enable it to create unique value and sustainably deliver that value to customers in a way that is distinct from the firm’s competitors. Michael Porter called it competitive advantage—the specific way a firm utilizes its advantages to create superior value for a consumer or a customer an

Rather, strategy is an iterative process in which all of the moving parts influence one another and must be taken into account together.

Action consistent with the how-to-win choice is vital.

The best of all ways to beat P&G is, of course, to market a better product.

“Our fundamental strategy is one of customer-centric intermediation.”

A better product fulfilled an unmet consumer need, delivered a better user experience, and created better total consumer value.

Strategy therefore requires making explicit choices—to do some things and not others—and building a business around those choices.

The good news was that there was still widespread consumer awareness of Oil of Olay, and as every good marketer knows, awareness precedes trial.