"
Strategy: An Executive’s Definition"
"In the end, to define the fundamentals of your business strategy, you need only to answer three questions:
1. Who is the target customer?
2. What is the value proposition to that customer?
3. What are the essential capabilities needed to deliver that value proposition?
Without clear and coherent answers to these three questions, you may have an exciting vision, a compelling mission, clear goals, and an ambitious strategic plan with many actions under way, but you won’t have a strategy."
Mas cuidado com a resposta à primeira pergunta, não basta um rótulo exterior (
aqui e
aqui, por exemplo).
"For example, even if you know who your customers are, if you don’t also understand why they are your customers it won’t only undermine your marketing strategy it will undermine the entire company strategy."
"
Do You Know Why They Are Your Customers?"
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