So this is how a brand dies, with thunderous applause (parte II)

Parte I.

"If you have clearly defined what you go for – a clear value proposition for a specific client segment (who) and a set of distinct, unique activities in your value chain to offer the needs of this client group (what), you will find out that there are lots of things that you are not going to do. There will be customers that you are not going to serve, activities that you are not going to perform and services/products that you will not be offering.
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Each strategy should also have a section where it clearly states the noes..
Ask yourself the following questions: “In our organisation, what do we say no to?”, “Which customers in our industry do we make unhappy?” and, more practically, “Where did we systematically deliver a clear ‘no’ last year?”. Be as specific as possible. A clear ‘no’ is a very good indication of a ‘yes’, a choice you or your company have made, maybe even without putting it in writing.
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So, when working on strategy, pay as much attention to the yeses as to the noes. In more academic terms: you need to know where your trade-offs are. You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time."

Algo me diz que a Volvo quer ser várias coisas ao mesmo tempo.

Trecho retirado de "Good strategists say NO"