Karla Raines, Strategy Innovator

Let's curate your organization’s story of differentiation together.
Clarity is achieved through curation, the process of selecting, organizing, and looking after items as a collection. Creating effective strategy requires the same. You’ll see examples of my curatorial nature when you step into my home, notice my wardrobe or read the narrative of a strategic plan.

Differentiation Zone wasn’t created in a lab with a hypothesis and research plan. Nor was it based in retrospective research on data sets. A decade ago, I decided to double down on my commitment to mastering strategy in real time and in real life. That commitment to delivering results for my customers led me to a career-defining discovery in 2018. The experience was visceral. I felt the insight’s truth as I saw it in my mind’s eye.

My strategy insights came together in two lessons. Section 1 of Differentiated introduced you to one lesson through Six Guiding Principles. It’s time to embrace your customer’s mindset. I’ve boiled my 10,000 hours of strategy experience into a second lesson—the essence of your strategy is choice. Too many strategic plans fail because they aren’t strategic at all. There is no chosen direction. They don’t say no to say yes.

Karla Raines

Creator, Differentiation Zone®

Differentiation Zone it is a substantive contribution to strategy. Furthermore, it has relevant and excellent examples from your real consulting practice woven throughout.

David Worley, PhD

Executive Director, Executive Education, University of Denver Daniels College of Business

Abstract painting propels my professional creativity and risk-taking as it fuels my soul. Artists look at the world differently, and creativity opens a new portal. Years of painting have taught me to get out of my own way, not to tell myself no, and be open to the power of flow. I wouldn’t have discovered Differentiation Zone without it.


Karla guides you to see beyond what is.


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Chief Strategy Officer

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